Connected TV (CTV) is one of the most talked-about topics in advertising today. Globally, it’s the second-fastest-growing medium, yet in India, CTV is still finding its footing. The potential is undeniable, but challenges such as fragmentation, ad fraud, lack of unified measurement, and price sensitivity have slowed progress.
Over the past three years, CTV has become a key part of media plans, with advertisers eager to leverage the immersive experience of the big screen. I believe 2026 will be the year Indian CTV truly takes the lead—driven by three pillars: Trust, Transparency, and Transformation.
1. Trust: Impact, Inventory, and Innovation
CTV investments are rising steadily. Research shows nearly 70% of advertisers plan to increase their spend next year, with an average growth of 17%. This momentum is promising, but it also exposes gaps such as , ad fatigue and over-reliance on standard programmatic delivery without creative innovation.
One major reason is the absence of “CTV-first” ad tech in India, while markets like the US and Europe have already adopted specialised platforms. Premium inventory remains limited, while large volumes are monetised through platforms built for mobile and desktop, creating blind spots that erode trust.
In 2026, we must move beyond traditional Brand Lift Studies and measure impact through behavioural change. Smart curation—streamlined access to premium inventory and simplified buying tools will make CTV easier to buy, understand, and trust.
2. Transparency: Accuracy, Fraud Prevention, and Actionable Insights
As investments grow, advertisers expect better signals and clearer outcomes. Until now, many have bought CTV simply by selecting “CTV device” on legacy platforms, often ending up with campaigns that look no different from standard digital buys.
The next phase will bring improved signals and performance-based measurement. Inventory will be classified into Premium, Semi-Premium, Convergent, and Open CTV, reducing fragmentation and mapping content across platforms. With fraud prevention and brand safety integrated into ad servers, DSPs, and SSPs, advertisers will finally get transparency and actionable insights.
3. Transformation: Tech, Touchpoints, and Transactions
CTV has long been treated as a one-way channel. Without metrics like clicks or CTR, it was seen as an extension of digital rather than a high-impact evolution of linear TV.
That perception is changing. In 2025, CTV ad tech matured significantly. In 2026, expect advanced capabilities like identity graphs, cross-device targeting, and new attribution models to take centre stage. Brands will move beyond impressions and VTR to focus on reach, engagement, and even transactions directly within the CTV environment.
The Road Ahead
Indian CTV is at an inflection point. By embracing Trust, ensuring Transparency, and driving Transformation, we can unlock its full potential. For advertisers, this means thinking beyond screens and impressions towards meaningful engagement and measurable outcomes.
(Views are personal)
