Indian CTV budgets still split between walled gardens and open web
The article analyzes trends in Connected TV (CTV) advertising expenditure among brands in India. It examines the distribution of ad budgets between major "walled garden" platforms and the "open web" programmatic ecosystem.
Key Takeaways
- The piece centers on Connected TV advertising spend in India, not global CTV trends.
- It compares budget allocation across two buying paths: major walled garden platforms and the open web programmatic ecosystem.
- CTV is described as combining television’s emotional reach with digital precision.
- The article focuses on where Indian brands are actually placing CTV money, rather than whether they are buying CTV at all.
Why It Matters
The immediate question is budget routing: Indian brands are not treating CTV as one undifferentiated channel, but dividing spend between walled gardens and the open web. That matters for ad-tech vendors, publishers, and platforms because the buying path determines who captures inventory, data, and control. The article’s framing also shows CTV in India is being judged on execution, not just promise. Watch for any follow-up reporting that breaks out how much spend goes to each side, since that is the missing number behind the market split.
Read full article at agencyreporter.com
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