Mumbai: Fast-growing AdTech firm Frodoh has announced a strategic partnership with regional OTT platform Chaupal to introduce an industry-first first-screen monetisation framework aimed at unlocking new revenue streams for subscription-led platforms without disrupting the viewer experience.
As part of the collaboration, Frodoh will design and deploy a CTV-first technology that enables monetisation through the home screen, leveraging user behaviour signals such as session depth, viewing intent, and discovery patterns. The framework focuses on high-attention real estate within the interface, ensuring visibility for brands while keeping content streaming entirely ad-free and non-intrusive.
The initiative comes at a time when OTT platforms are increasingly exploring sustainable monetisation models that balance revenue growth with user experience. By embedding monetisation within the discovery layer rather than the content itself, the partnership aims to redefine how premium SVOD platforms approach advertising.
Speaking on the association, Sandeep Bansal, CEO, Chaupal said, “At Chaupal, our priority has always been to provide an uninterrupted, premium viewing experience for our subscribers. As the SVOD landscape evolves, we recognize the need for sustainable growth that doesn’t compromise the trust of our audience. By partnering with Frodoh, we are introducing a sophisticated ‘first-screen’ monetization layer that integrates seamlessly into our UI, ensuring that discovery remains native and non-intrusive. This framework allows us to unlock incremental revenue from high-attention real estate while keeping the actual content consumption entirely ad-free.”
Russhabh R Thakkar, Founder and CEO, Frodoh, added, “Frodoh’s first-screen framework is built to solve the unique monetisation challenges of premium SVOD platforms like Chaupal. This is a completely new category of ads for India, a path-breaking step that expands the total addressable market by unlocking high-attention home screen real estate that was previously unreachable. We thank the whole Chaupal for their trust in Frodoh partnership and look forward to working alongside them.”
With this partnership, Frodoh and Chaupal aim to establish a new monetisation paradigm for OTT platforms—one that enables incremental revenue generation while preserving the integrity of the viewing experience.
