CTV Scale taps Sapphire Media as marketing concessionaire

INDIA: Sapphire Media has been appointed marketing concessionaire for CTV Scale, tasking the firm with driving monetisation and advertiser partnerships for the connected TV platform.

Under the mandate, Sapphire Media will lead brand outreach, agency engagement and revenue strategy, as CTV Scale looks to deepen its presence in India’s fast-growing connected TV advertising market. The company is led by Mahesh Krishnan and Amardeep Singh, both seasoned executives with backgrounds spanning broadcast sales, digital platforms and branded content.

The appointment comes as advertisers increasingly shift budgets towards streaming-led television, drawn by high-attention, large-screen viewing combined with digital-style targeting and measurement. CTV Scale aggregates premium connected TV inventory and positions itself as a bridge between television-scale impact and data-led precision.

Sapphire Media said its focus would be on outcome-driven planning, contextual brand integration and measurable performance, as brands seek transparency and accountability in emerging video environments. The partnership is expected to accelerate adoption of connected TV solutions among advertisers and agencies.

CTV Scale aims to build a scalable, brand-safe marketplace offering advanced audience targeting, frequency control and campaign measurement across multiple content ecosystems. The company said the collaboration would help advertisers achieve stronger recall, improved return on investment and smoother execution across platforms.