CTV inventory is transacted through five main deal structures — each with different levels of price certainty, inventory access, and targeting capability. Open auction gives the broadest reach at the lowest CPMs. Programmatic guaranteed gives the highest certainty at the highest price. PMPs and preferred deals sit in between. Understanding which deal type fits your campaign objective is the first decision in any programmatic CTV buy.
What is a Private Marketplace (PMP) deal in CTV?
How PMP deals work, what a deal ID is, India CPM benchmarks, and when PMP outperforms open auction.
Programmatic guaranteed vs preferred deals
The difference between a volume commitment (PG) and a first-look fixed price (preferred), and where each fits in India CTV.
How open auction works in CTV programmatic
The RTB process, where open auction sits in the waterfall, India CPM ranges, and when open auction is the right choice.
Direct IO vs programmatic in India CTV
What only direct IO can deliver (sponsorships, exclusivity), what programmatic does better, and how to split the budget.
Header bidding in CTV: how it works and why it's different
Why JS header bidding doesn't work on CTV, server-side bidding as the alternative, and the India adoption reality.
What is a preferred deal in CTV programmatic buying?
First-look access at a fixed CPM with no delivery guarantee. How preferred deals differ from PMP and PG, and when to use them in India CTV.
Publisher floor prices in CTV: how they work and what to expect
Hard vs soft floors, dynamic pricing, how floors interact with bid shading, and India CTV floor price ranges by publisher and inventory type.
Programmatic guaranteed in India CTV: how PG deals work
PG deal mechanics, how PG differs from preferred deals and PMPs, India publisher PG availability, 5-step setup process, and when to use PG vs other deal types.
CTV deal type selection guide for India
Framework for choosing between PG, PMP, preferred deal, and open exchange — by campaign goal, budget, and India-specific inventory constraints.
PMP deals in India CTV: types, floor prices, and how to set one up
Content, audience, device, and property-based PMP types, 2026 floor CPM ranges, and the step-by-step process for setting up a PMP deal in India.
PMP deals in CTV: how private marketplace buying works
A PMP deal gives buyers access to premium CTV inventory at a negotiated floor price via a deal ID. How PMP works in CTV, India CPM benchmarks, and when PMP beats open auction.