Up to one-third of festive CTV budgets could target rural India, but can advertisers measure it?

Up to one-third of festive CTV budgets could target rural India, but can advertisers measure it?

New advancement in technology is often seen as the birthright of the Global North. Once it becomes a household name, it gradually makes its way to the Global South. Even there, the adoption pattern is usually familiar: technology first finds an audience in metropolitan cities, making its way into smaller towns and rural India. The advertising industry has largely followed the same trajectory. Connected TV (CTV), however, appears to be taking a d…