Media buying in CTV: Navigating the connected ecosystem

The rapid evolution of Connected TV (CTV) and the broader connected ecosystem is transforming media buying into a complex maze of challenges and opportunities. At PrsmX and e4m Maze of Challenges, powered by Mobavenue, industry experts discussed strategies to navigate this dynamic landscape, enhance awareness, and drive engagement in a cord-cutting era.   

The panel brought together leaders like Ishank Joshi (CEO, Mobavenue Media), Saurabh Golani (Head of Business, PrsmX), Sumon K Chakrabarti (Co-Founder & CEO, BuffaloSoldiers), Tufayl Merchant (Co-Founder & Business Director, Howl), Hitesh Yadav (Project Manager, Kofeetech Communications), Krish Ramnani (Co-Founder & Director, Togglehead), and Arjun Dhananjanan (Founder, 88GB).   

Technological Innovation: Building the Future of CTV  

Ishank Joshi emphasised Mobavenue Media’s role in shaping the industry. “We’ve built an independent DSP in India from scratch over the last seven years, bootstrapped and now handling 100 billion ad requests daily. Our scalable machine learning infrastructure is among the best in the region,” he shared. Joshi highlighted the power of innovation, noting how the platform’s success rivals global giants, firmly placing India on the map of advanced advertising solutions.  

Data-Driven Targeting in the CTV Space  

Saurabh Golani of PrsmX spoke about the importance of integrated data solutions in CTV. “We address challenges across first-party, second-party, and third-party data, allowing brands to layer, enrich, and optimize targeting. This flexibility ensures success across platforms, not just for video but for CTV as well,” he explained.  

The ability to combine creative optimisation with precise targeting is a cornerstone of CTV’s appeal. As Golani noted, “This is the replica or replacement of linear TV—adding filters and dynamism that linear TV simply cannot provide.”  

The Growth of CTV in India  

The panel explored the factors driving CTV’s growing prominence in India. Chakrabarti highlighted the shift away from traditional media. “Legacy media is losing ground as consumers increasingly rely on mobile devices. Connected TV offers a dynamic, engaging alternative, bridging the gap between traditional and digital spaces,” he said.  

Ramnani concurred, emphasising that CTV is “here to stay” and predicting continuous adoption. However, he stressed the need for regulation to maximise its potential, comparing the necessity to TV’s BARC ratings. “For CTV to reach its zenith, it needs regulatory support alongside technological advancements,” he added.  

Shifting Budgets and the Open Internet  

Tufayl Merchant forecasted a shift in ad budgets toward CTV and the open web. “As CTV grows, platforms like Meta and Google will face increased competition. Advertisers are looking beyond these traditional platforms, recognizing the value of newer media channels,” he explained.   

Arjun Dhananjanan emphasised the role of transparency in this transition. “Clients spending crores want to trace every rupee. CTV provides the opportunity to offer clear, data-driven insights that linear TV often lacks. This traceability is essential for driving client trust and unlocking additional budgets,” he said.  

Educating Stakeholders: A Collaborative Challenge  

Hitesh Yadav stressed the importance of continuous education in the CTV space. “Educating stakeholders is a vast and ongoing process that requires tailoring strategies to diverse audiences and platforms. It’s not a one-size-fits-all solution,” he observed.  

Chakrabarti echoed this sentiment, pointing out the gaps in understanding programmatic advertising in India. “Many clients still struggle to grasp the intricacies of the ad tech landscape. As industry leaders, it’s our responsibility to bridge this knowledge gap,” he remarked.