Programmatic guaranteed (PG) — also called automated guaranteed or programmatic direct — is a deal type where the buyer and publisher agree to a fixed price and guaranteed impression volume in advance, but the deal is executed through programmatic technology (DSP/SSP) rather than traditional insertion orders and ad servers. The buyer gets the volume certainty of a direct deal with the operational efficiency of programmatic: DSP targeting, real-time pacing, programmatic reporting, and creative trafficking through the DSP. The publisher commits to deliver the agreed impressions; the buyer commits to a fixed CPM and volume.
For India CTV, programmatic guaranteed is available primarily through Google's ecosystem (DV360 buying JioCinema, JioHotstar, or publisher inventory via Google Ad Manager), and to a lesser extent through Amazon DSP. Most India CTV publishers still execute their large direct deals through traditional insertion orders rather than programmatic guaranteed — the technology infrastructure for PG is less mature than in the US market. When PG is available, it is worth using over traditional IO for: faster creative changes, programmatic reporting integration, and DSP-level audience targeting layered on guaranteed inventory. Ask publishers during RFP whether PG deal execution is available alongside IO as an option.
Full guide
For a complete explanation, read: Programmatic guaranteed vs preferred deals for CTV: what each means and when to use them