India CTV measurement is a work in progress. BARC covers linear TV with rigour; the streaming landscape is a patchwork of platform-reported data, limited third-party verification, and significant gaps in standardised cross-platform audience measurement. For planners and buyers, that means navigating between what platforms claim and what can actually be verified.
This hub covers the India-specific measurement landscape: BARC's role and limitations in CTV, how Indian OTT platforms report campaign delivery, where third-party verification stands, the ad fraud picture, and the measurement gaps that every India CTV planner needs to understand. Honest assessment, no inflated claims.
Articles in this hub
- The state of CTV measurement in India: what is reliable, what is not, and what is coming
- BARC India and CTV measurement: what it covers, what it misses
- Viewability standards for CTV advertising in India: MRC guidelines and what to demand
- CTV ad fraud in India: scale, detection, and how to protect your campaigns
- How India OTT platforms report campaign delivery: what advertisers receive and what to ask for