Programmatic Advertising Expands Into CTV in India Amid Industry Readiness Questions
· 4h ago · Originally reported by Storyboard18
Connected TV (CTV) advertising in India is beginning to adopt programmatic buying methods. This shift raises questions about whether the country's TV ad ecosystem is prepared for the technological and operational changes involved.
Why it matters
Programmatic CTV could make TV ad buying more efficient and data-driven, but India's market must adapt to new tools, measurement standards, and skills.
Explain it like I’m new here
It's like switching from picking TV ads by hand to using a smart robot, but everyone needs to learn how to use the robot first.
Read the original at Storyboard18
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
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