TRAI Considers Regulatory Changes to Boost CTV as a Premium Ad Market
· 25h ago · Originally reported by Adgully
India's telecom regulator, TRAI, is reportedly exploring new regulations aimed at enhancing the connected TV (CTV) advertising market. The initiative seeks to position CTV as a premium channel for advertisers, potentially by introducing standards or guidelines that could improve transparency and value.
Why it matters
Regulation could help establish clearer rules and higher quality standards for CTV advertising, making it more attractive to brands and reducing risks like ad fraud or low-quality inventory.
Explain it like I’m new here
It's like making new rules for TV ads so that advertisers know they're getting good spots and not being tricked.
Terms in this story
FAST (free ad-supported streaming TV)
FAST (free ad-supported streaming TV) channels are free, linear-style streaming channels with scheduled programming and ad breaks, delivered over the internet to smart TVs and apps.
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.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Go deeper
Related stories
YouTube Sees Growth in Subscriptions as Connected TV Usage Increases
YouTube is experiencing an increase in paid subscriptions, coinciding with more users accessing its platform via connected TV devices. This trend highlights the growing importance of TV screens in digital video consumption.
CTV Measurement Faces Challenges from Outdated Audience Metrics
Connected TV (CTV) ad spending has overtaken traditional linear TV for the first time, but measurement practices have not kept pace. The industry is still relying on legacy metrics that may not accurately reflect CTV audiences.
Convo Media Introduces New Connected TV Ad Format
Convo Media has launched a new advertising format designed specifically for connected TV (CTV) platforms. This move aims to enhance how brands engage with viewers through television streaming services.
Magnite Shares Seen as Undervalued Following Comscore CTV Targeting Deal
Magnite is considered potentially undervalued by 24% as it expands its connected TV (CTV) targeting capabilities through a new deal with Comscore. The partnership aims to enhance Magnite's CTV ad offerings and improve audience targeting…
Proximic by Comscore Expands Partnership With Magnite for CTV Advertising
Proximic by Comscore has announced a deeper collaboration with Magnite to enhance connected TV (CTV) advertising solutions. The partnership aims to improve targeting and measurement capabilities for advertisers using CTV inventory.
Pixalate Publishes Q3 2026 CTV Seller Trust Index 2.0
Pixalate has released the latest version of its CTV Seller Trust Index for Q3 2026. The report evaluates and ranks connected TV (CTV) sellers based on trustworthiness and transparency.