Private Marketplace (PMP) deals are the dominant transaction structure for programmatic CTV buying in India. While open exchange programmatic exists, most quality India CTV inventory — particularly on JioHotstar, Zee5, and SonyLIV — is either sold through direct IO or made available to preferred buyers through PMP deals rather than the open auction. Understanding PMP mechanics, pricing, and how to set up a PMP deal in India is foundational knowledge for programmatic CTV buyers.
What a PMP deal is
A PMP (Private Marketplace) deal is an invitation-only programmatic auction. The publisher creates a curated package of inventory — defined by platform, content category, audience, device type, or some combination — and makes it available to a specific set of buyers via a deal ID. Buyers can only access this inventory package if they have been given the deal ID and activated it in their DSP. The buyer still bids in real-time, but they are bidding in a restricted pool rather than the open exchange.
PMPs give publishers control over who accesses their inventory and at what minimum price, while giving buyers predictable access to premium inventory they would struggle to win consistently in the open exchange.
PMP deal types in India CTV
Content-based PMP: Access to a specific content vertical — e.g., "Zee5 Drama Content, CTV, October–December." The buyer's ads run in the drama content environment of that platform. Useful for contextual alignment (auto ads in automotive content, BFSI ads in news/finance content).
Audience-based PMP: Access to inventory against a specific audience segment as defined by the publisher — e.g., "JioHotstar Premium Subscribers, 25–44, Metro Cities." The publisher applies their own first-party data to qualify impressions for the deal. Higher CPM than content-based PMPs; smaller available inventory volume.
Device-based PMP: CTV-specific inventory only (device.devicetype = 3 or 7). Excludes mobile and web traffic from the same publisher. Ensures CTV creative runs only on big screens.
Property-based PMP: Access to specific premium programming — IPL live matches, OTT premiere films, top-rated drama series. The highest CPM tier of PMP deals in India. Typically sold as part of a broader direct IO but sometimes available as a PMP for programmatic buyers.
India CTV PMP floor prices (2026 estimates)
| PMP type | Floor CPM range | Notes |
|---|---|---|
| Open content, CTV only | ₹150–250 | Non-premium content; lower floor |
| Premium drama / entertainment | ₹300–450 | Top-rated series on major platforms |
| Premium audience-based | ₹400–600 | Publisher first-party audience targeting |
| Live sports (non-IPL) | ₹400–600 | Live cricket, ISL, other live sports |
| IPL live | ₹800–1,500+ | Highest-demand inventory; limited availability as PMP |
Setting up a PMP deal in India: step by step
1. Contact the publisher's programmatic sales team and request the relevant inventory package. Confirm DSP, seat ID, campaign dates, and estimated budget.
2. Publisher creates the deal ID in their SSP (PubMatic, Magnite) or ad server (Google Ad Manager) against the buyer's specific DSP seat ID.
3. Buyer enters the deal ID in the DSP deal management interface. Set a line item targeting that deal ID with a CPM bid at or above the floor.
4. Both parties check deal reporting after 24–48 hours to confirm bid requests are flowing. Common issue: deal receives requests but CPM bids are below the floor — adjust the line item CPM.
5. Monitor delivery weekly — PMP deals can underdeliver if the inventory package is smaller than estimated or if competing direct IO campaigns take priority in the publisher's waterfalling.