India OTT platforms deliver post-campaign reports to advertisers at the end of each campaign flight. Understanding what these reports contain — and what they omit — is essential for accurate campaign evaluation and vendor accountability. Standard reports vary by publisher, but most cover the same core metrics.
What standard India OTT post-campaign reports include
Most India OTT publishers provide: Total impressions delivered, Video completion rate (VCR) at 25%, 50%, 75%, and 100% quartiles, Unique device reach (not unique people), Frequency distribution (how many devices saw the ad 1x, 2-3x, 4+ times), Content genre breakdown (sports, drama, reality, etc.), Device type split (CTV, mobile app, web browser), Demographic breakdown (age, gender, location) based on registered user data, and Day-by-day delivery pacing. JioCinema and JioHotstar typically also provide live campaign dashboards for active buys.
What standard reports do not include
Standard India OTT reports typically omit: Independent third-party verification of impression quality (IVT rate from IAS/DV), Verified demographic breakdown (registered user data is not independently validated), Cross-platform reach (each publisher reports its own universe, no deduplication across publishers), Attribution data (website visits or conversions driven by the campaign — publishers do not connect to your analytics stack by default), and Supply path transparency (which SSPs or trading desks were involved if you bought programmatically through a third party).
What to request beyond the standard report
In your media buy terms, request: (1) IAS or DoubleVerify post-campaign verification report (even if you did not use pre-bid filtering, post-campaign IVT measurement is increasingly available); (2) Content-level breakdown (which shows or content types had the highest VCR — useful for future planning); (3) Hourly delivery breakdown for live event buys (to understand when your ads actually ran during IPL); (4) Raw impression log files if you have an analytics team that can process them — log-level data reveals far more than aggregated reports; (5) Make-good documentation if the campaign under-delivered against the contracted impression volume. Publishers who resist providing third-party verification reports are a signal — the best Indian publishers now routinely include IAS or DoubleVerify data as part of their standard large-campaign reporting package.