India CTV publishers use a mix of SSPs depending on their technology stack and commercial relationships. Magnite (which acquired SpotX and SpringServe) is the largest independent SSP in CTV globally and has supply relationships with major India OTT publishers. SpringServe, now part of Magnite, handles SSAI and ad serving for several India publishers. Google Ad Manager functions as both an ad server and SSP for publishers using Google's ecosystem — it enables Open Bidding, which lets non-Google DSPs (including The Trade Desk) bid on publisher inventory through a Google-managed auction. PubMatic is a significant SSP with India CTV supply relationships, particularly strong with mid-tier OTT publishers.
For buyers, knowing which SSP a publisher uses helps you plan the supply path: if a publisher uses Magnite, buyers on The Trade Desk (which has a strong Magnite integration) will have reliable access. If a publisher is Google-only (GAM + Open Bidding), DV360 will have the best access. For publishers, SSP selection affects which DSPs can reach your inventory, what reporting you receive, and how much of the buyer CPM reaches you after SSP fees. A major trend in India CTV: large publishers are building preferred supply relationships with two to three SSPs rather than being fully commoditised across open exchange, giving those SSPs better access to premium inventory in exchange for commercial terms.
Full guide
For a complete explanation, read: Magnite, PubMatic, and Google Ad Manager: SSPs used by India CTV publishers