Abhijeet Rajpurohit, COO and Co-founder of CloudTV, shares insights into how CloudTV’s innovative Smart TV operating system and OS-level ad platform are transforming the Connected TV (CTV) landscape in India. With over 12 million devices across more than 250 TV brands, CloudTV leverages first-party data on viewing habits and preferences to empower advertisers with precise, personalized targeting.
Built natively for the Indian market, CloudTV’s platform supports regional languages, budget-friendly hardware, and seamless programmatic partnerships, driving growth in CTV ad adoption. Beyond advertising, CloudTV enhances user experience with AI-driven content recommendations and a unified OTT viewing ecosystem, shaping the future of smart television in India.
COO & Co-founder,
CloudTV
How does CloudTV’s OS-level integration enable the aggregation of first-party data on viewing habits, app usage, and preferences, and how does this data empower advertisers to deliver highly personalized campaigns?
With a reach of more than 12 million devices, we understand viewing patterns, app usage metrics, and user preferences extremely well in the ecosystem. This unified data enables the creation of comprehensive audience profiles, irrespective of the apps or content consumed. Leveraging real-time insights, advertisers can dynamically optimize campaigns and deliver highly personalized ads and content tailored to actual viewing behaviors.
In what ways do OS-level Connected TV ads differ from traditional web or mobile ads in terms of viewability, completion rates, and building brand trust?
OS-level Connected TV ads stand apart from traditional web or mobile ads by delivering 100% viewability in a full-screen, distraction-free environment on large TV screens. This high-impact format not only ensures stronger completion rates but also enhances brand trust, as the TV environment is perceived as more credible compared to web or mobile. Additionally, non-intrusive placements like masthead ads appear while users are actively browsing with intent, making the experience both seamless and effective for brand recall.
Can you explain how CloudTV’s independent Connected TV advertising platform addresses the specific demands of the Indian market, and what advantages it offers over third-party ad tech solutions?
Our Connected TV advertising platform is built ground-up for the Indian market, addressing its unique needs such as local language support, regional content preferences, and affordability. Its lightweight OS design is optimized for lower-spec hardware, which is common in budget smart TVs, ensuring that every TV, regardless of price point, delivers a seamless viewing experience.
This localized approach has enabled 250+ Indian TV brands to distribute in the growing smart TV ecosystem, expanding the smart TV user base and giving advertisers direct access to new audiences across regions. By maintaining direct relationships with these brands, CloudTV eliminates reliance on intermediaries, offering advertisers more transparency, efficiency, and reach compared to third-party ad tech solutions.
How do partnerships with major players like Magnite and JioAds enhance CloudTV’s programmatic ad delivery capabilities and overall monetization strategy?
At CloudTV, we believe in empowering our partners and streamlining operations across the ecosystem. Many advertisers, agencies, and network partners already have established demand channels, and by plugging into these pipelines, we provide seamless access to CloudTV’s inventory with transparent reporting. These partnerships enable enterprise-grade programmatic infrastructure while leveraging local market expertise.
What technological innovations underpin CloudTV’s ability to deliver premium, programmatic ad inventory to brands and agencies seamlessly through its OS-level ad platform?
CTV advertising in India is still an emerging space, with programmatic pipelines, reporting formats, and ad placements continuing to evolve. At CloudTV, we are working closely with partners to shape this ecosystem with an innovative vision, constantly redefining these parameters and setting new industry benchmarks.
From a data privacy and compliance standpoint, how does CloudTV manage first-party data collected at the OS level while maintaining user trust and regulatory adherence?
From a data privacy and compliance perspective, CloudTV ensures that no Personally Identifiable Information (PII) is ever shared with third parties. Even for internal use, all data is fully encrypted to maintain the highest levels of security. This approach safeguards user trust while ensuring strict adherence to regulatory requirements.
How do you envision the future evolution of Connected TV advertising in India, and what role will CloudTV play in shaping this ecosystem through its technology and partnerships?
We see Connected TV advertising in India evolving rapidly as smart TV penetration deepens, driven by the availability of more affordable devices. CloudTV is playing a central role in this growth by not only expanding access but also simplifying the ecosystem for advertisers, offering a single, centralized platform to engage with multiple OEMs. At the same time, we are bringing much-needed technology innovation to an industry that has seen limited advancements, helping shape the future of CTV advertising in India through both our tech leadership and strong partnerships.
Beyond advertising, how does CloudTV leverage the insights gained from aggregated first-party data to improve content recommendations and the overall Smart TV user experience?
Beyond advertising, CloudTV leverages aggregated first-party data to deliver a richer Smart TV experience through AI-driven content recommendations that analyze viewing patterns and search behavior. Features like the CloudTV Bundle help (DishTV Watcho) reduce subscription fatigue by offering unified access to multiple platforms, while contextual discovery addresses content fragmentation across OTT services.
To further enhance accessibility, we provide AI voice assistance and regional language onboarding, ensuring inclusivity across diverse audiences. Additionally, the enhanced home page experience, with curated categories such as “Top Trending” and “Top 10” enables more intuitive browsing and personalized recommendations, making content discovery seamless and engaging for users.
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