What is CTV inventory and how is it bought?

CTV inventory is the collection of ad break slots — pre-roll, mid-roll, and pause positions — available within connected TV streaming apps. Each slot is a fixed-duration opportunity (typically 15 or 30 seconds) to show a video ad to a viewer on a television screen. Publishers package this inventory for sale either directly (IO deals with brands or agencies) or programmatically (via SSPs connected to DSPs). In India, the largest pools of CTV inventory sit with JioHotstar, Sony LIV, Zee5, and YouTube on TV. Total India CTV inventory is growing as smart TV penetration rises and co-viewing means each impression reaches multiple viewers.

Three key differences: (1) Screen environment — CTV inventory plays on a television screen in a shared, lean-back setting. Mobile plays on a personal screen. This affects creative format, completion rates, and co-viewing multipliers. (2) Ad serving — CTV often uses SSAI (server-side insertion), which limits third-party tracking. Mobile uses CSAI, which supports full VAST wrapper chains and pixel tracking. (3) Identity — CTV devices use device-level IDs (GAID on Android TV, TIFA on Samsung Tizen) rather than cookie or mobile IDFA signals, so audience matching works differently. CTV CPMs in India are typically 3–5x higher than mobile video CPMs for equivalent reach.

Premium CTV inventory in India means inventory sold directly by the publisher via IO or programmatic guaranteed — typically live sports on JioHotstar (IPL, cricket), prime-time originals on Sony LIV, and top-tier content on Zee5. This inventory carries brand safety guarantees, first-look placement, and CPMs of €400–800 per thousand. Open auction inventory is the remaining unsold supply made available through SSPs at real-time bid prices — typically €80–200 CPM. Most India CTV campaigns use a mix: direct deals for reach guarantees on premium content, open auction to extend reach efficiently.