The buy-side stack for India CTV is dominated by three DSPs — DV360 (Google), Amazon DSP, and The Trade Desk — each accessing different inventory and serving different use cases. DV360 is the only path to YouTube CTV. Amazon DSP reaches Fire TV and uses Amazon's shopper audiences. The Trade Desk provides independence from Google and supports UID2 identity. Most India CTV campaigns run on DV360; the others serve specific client and inventory needs.
Using DV360 for CTV buying in India
YouTube CTV exclusive access, third-party publisher PMPs, OTT line item setup, and the most common DV360 CTV mistakes in India.
Amazon DSP for CTV in India: Fire TV and shopper audiences
What Amazon DSP accesses exclusively, the India managed-service model, minimum spends, and when Amazon DSP makes sense over DV360.
The Trade Desk for CTV in India
SSP inventory access, UID2 identity, Kokai AI bidding, and why some India brands run TTD alongside DV360.
CTV bid strategy: floor prices, pacing, and win rates in India
India CPM benchmarks by deal type, bid shading in first-price auctions, pacing for primetime concentration, and diagnosing low win rates.
How to evaluate a DSP for India CTV buying
A five-dimension framework: inventory access, identity resolution, measurement integrations, reporting depth, and cost structure.