A private marketplace (PMP) deal is a programmatic deal type where a specific publisher offers selected buyers access to their inventory through a private auction, with a negotiated deal ID, floor price, and inventory package — rather than competing in the open auction with all bidders. The publisher creates a deal in their SSP, generates a deal ID, and shares it with the buyer, who then targets that deal ID in their DSP. When an eligible impression becomes available, the DSP bids against that deal ID and wins at its clearing price (above the floor). PMPs combine the targeting and automation benefits of programmatic with the inventory quality and price certainty of direct deals.
For India CTV, PMPs are the dominant programmatic buying model for premium inventory. JioCinema, JioHotstar, SonyLIV, and Zee5 all offer PMP access for their CTV inventory — open auction CTV inventory from these publishers is limited or non-existent. A typical India CTV PMP deal includes: a defined content package (sports, entertainment, news), a floor CPM (INR 250-600 depending on publisher and content), a daily or weekly impression volume commitment, and agreed audience targeting parameters. PMPs offer better fraud protection than open auction (you are buying known publisher inventory, not anonymous supply), better brand safety (declared content environment), and more reliable delivery. The tradeoff versus open auction: you pay a premium CPM and may need minimum spend commitments.
Full guide
For a complete explanation, read: Private marketplace (PMP) deals for CTV advertising: how they work and when to use them