CloudTV, India’s first certified Smart TV operating system, has launched a new Connected TV advertising platform, and announced a strategic partnership with global ad tech player Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company.
The collaboration brings together CloudTV’s Smart TV footprint of over 12 million devices across India with Magnite’s programmatic infrastructure, enabling advertisers to access premium inventory through programmatic guaranteed deals, private marketplaces, and real-time bidding. As part of the expansion, CloudTV has also launched a dedicated advertiser website — cloudtvads.com — to showcase inventory options, audience data, and partnership opportunities for brands and media agencies.
With the adoption of CTV devices rising sharply across Indian households, CloudTV’s move positions it to become a major player in the growing AVOD (ad-supported video on demand) and FAST (free ad-supported streaming TV) economy. Powered by Magnite’s SpringServe tech stack, the new platform is designed to give advertisers greater control, transparency, and targeting precision when engaging high-value audiences across connected environments.
CTV advertising in India is being driven by surging smart TV penetration, affordable broadband, and shifting consumer behaviour. The CloudTV–Magnite partnership aims to create new monetisation models for brands seeking digital video scale beyond mobile, and for TV manufacturers and publishers looking to unlock revenue from the home screen.
“Connected-TV advertising is redefining how advertisers and brands engage with their target audiences,” said Harshad Wadivkar, Business Head – Monetisation at CloudTV. “CloudTV Ads is designed to help advertisers leverage this very dynamic shift, and provide measurable impact to maximize brand visibility. We look forward to working with Magnite to harness further growth opportunities within the Indian CTV ecosystem.”
“Given the rise of this evolving ad format, CTV advertising is no longer an option but an essential line item in any advertiser’s ad spends today,” Wadivkar added. “It’s emerging as a promising frontier in AdTech as brands prioritize market impact.”
“India’s CTV landscape is growing at an extraordinary pace, and CloudTV’s strong user base and market presence make them a valuable part of this evolution,” said Gavin Buxton, Managing Director, Asia at Magnite. “At Magnite, we are committed to empowering premium publishers and delivering innovative, programmatic solutions to enable buyers to reach audiences more effectively. We look forward to supporting CloudTV’s journey as the digital ad landscape in India evolves.”
