Direct deals for CTV involve negotiating directly with the publisher's sales team for a fixed CPM, impression volume, content placement, and campaign period. The deal is executed via an insertion order (IO), creative is trafficked through the publisher's ad server, and reporting comes from the publisher. Programmatic routes the buy through a DSP/SSP stack — either through open auction (real-time bidding), PMP deal IDs, or programmatic guaranteed — with automated targeting, pacing, and real-time reporting in the DSP.
For India CTV, both routes coexist and serve different purposes. Direct deals are appropriate for: IPL and premium live sports sponsorships, branded content integrations, guaranteed share-of-voice packages, and first-look placements that require sales team negotiation. Programmatic is appropriate for: reach extension across multiple publishers, performance campaigns with DSP audience targeting, and campaigns requiring real-time reporting and optimisation. Most large India CTV advertisers run a hybrid: direct deals with JioCinema or JioHotstar for tentpole content (IPL, premium originals) and programmatic PMP buys for always-on reach. The CPM premium for direct is typically 20-40% over equivalent programmatic PMP — paid for inventory certainty, placement control, and sales support.
Full guide
For a complete explanation, read: Direct deals vs programmatic for CTV: how to choose and when to combine them