India's Connected TV (CTV) advertising market is experiencing rapid growth. However, programmatic buying on CTV in India continues to face challenges related to measurement, transparency, and other factors as it works to align with global standards.
India’s CTV ad market is expanding, but the buying stack still has unresolved measurement and transparency issues. That means growth is outpacing the infrastructure needed for programmatic transactions, which is exactly where global standards become a benchmark. The article’s central signal is the gap itself: India is catching up, but not there yet. The next concrete indicator to watch is whether measurement and transparency improve enough for programmatic CTV buying to align more closely with global standards.
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