CTV Shifts to Programmatic Buying in India, but Ecosystem Readiness in Question
· 7d ago · Originally reported by Storyboard18
The piece examines the transition of connected TV advertising toward programmatic buying in India and questions whether the country's TV advertising infrastructure is prepared. It highlights gaps in readiness as CTV ad spend moves toward automated, data-driven auction models.
Why it matters
India is one of the fastest-growing CTV markets, and how quickly its measurement, supply chain, and buying standards mature will shape global programmatic TV trends.
Explain it like I’m new here
It's like everyone suddenly wanting to buy TV ads through an app, but the TV stations and ad sellers are still figuring out how to plug into it properly.
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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