Programmatic guaranteed (PG) and preferred deals are both direct programmatic deal types — meaning price is negotiated upfront rather than set by auction. The critical difference is commitment: a PG deal locks in both price and volume, obligating both publisher and buyer. A preferred deal locks in price but not volume — the buyer gets first right of refusal on inventory at the agreed CPM, but neither side is committed to a delivery number.
Programmatic guaranteed (PG): the digital IO equivalent
Think of a PG deal as an insertion order executed programmatically. The buyer commits to purchasing a fixed number of impressions (e.g. 2 million impressions) at a fixed CPM (e.g. Rs 280) over a defined period. The publisher reserves that inventory for the buyer and guarantees delivery. In return, the buyer's DSP must bid on every eligible impression to fulfil the commitment.
PG deals sit at the top of the publisher's ad waterfall — above PMPs, preferred deals, and open auction. When a PG-eligible impression is available, it is offered to the guaranteed buyer first, before any other buyer sees it. This priority access is what justifies the higher CPM that PG deals typically command.
Preferred deals: first look without commitment
A preferred deal gives one buyer a fixed CPM and first right of refusal on specific inventory — but no volume commitment from either party. The publisher offers the impression to the preferred buyer at the agreed price. If the buyer bids (at or above that price), they win. If they don't bid, the impression waterfalls down to PMP or open auction.
For buyers, preferred deals are useful for securing access to premium inventory at a known price without tying up budget in a volume commitment. For publishers, preferred deals guarantee a premium CPM if the buyer shows up, but carry no delivery obligation if the buyer is selective.
Side-by-side comparison
| Factor | Programmatic Guaranteed | Preferred Deal |
|---|---|---|
| Price | Fixed, negotiated upfront | Fixed, negotiated upfront |
| Volume commitment | Yes — both sides committed | No — buyer can pass on impressions |
| Waterfall position | Above PMP and preferred | Above PMP, below PG |
| Audience targeting | Can be applied, complicates delivery | Common — buyer selects what to bid on |
| Typical India CPM range | Rs 200–500 | Rs 150–350 |
| Best for | Guaranteed reach campaigns, sponsorships | Audience-selective buys, test-and-learn |
Which deal type to use in India CTV
Use a PG deal when you have a fixed campaign objective (brand launch, product release, major event) and need to guarantee delivery against a specific reach or frequency target. PG is also the right choice for IPL or World Cup sponsorships where inventory is scarce and you cannot risk being outbid.
Use a preferred deal when you want premium access at a known price but need flexibility — for example, an always-on brand safety programme where you only want to serve on content that matches your brand guidelines. The buyer's DSP can apply contextual filters and only bid on qualifying impressions without the pressure of a delivery commitment.
PG and preferred deals in India: market reality
Programmatic guaranteed is still relatively nascent in India CTV compared to markets like the US or UK. Most large India publishers (JioHotstar, SonyLIV) prefer traditional direct IO for large guaranteed buys rather than PG — partly due to legacy sales processes, partly because their ad server setups have not fully automated PG delivery management.
This is changing. As GAM PG capabilities improve and agency programmatic desks push for automation, PG adoption in India CTV is growing. For 2026–27, expect PG to become standard for Rs 1 crore+ campaigns with guaranteed delivery requirements. Preferred deals are already common for mid-market programmatic buys at Rs 10–50 lakh.