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.