India CTV programmatic spend is controlled by a relatively small number of buying organisations. GroupM's Xaxis (WPP) is the single largest — managing programmatic for Mindshare, Wavemaker, MediaCom, and EssenceMediacom clients. Publicis Media Exchange (PMX) is second. Independent desks (MiQ, iProspect, Lemma) serve mid-market and D2C brands. A growing number of India D2C brands now buy CTV direct, in-house. Understanding who sits on the buy side — their structure, DSP access, minimums, and decision-making process — is essential for any publisher trying to grow programmatic revenue, and for brands trying to understand how their budgets are activated.
Who buys CTV in India: the trading desk landscape
A map of holding company desks, independent agencies, and in-house brand teams — who controls what share of India CTV programmatic spend.
How GroupM buys CTV in India
Agency structure (Mindshare, Wavemaker, MediaCom), the role of Xaxis, the 5-step planning process, and what GroupM requires from publishers.
Independent trading desks in India: what to know for CTV
MiQ, iProspect, Lemma, and in-house D2C teams — what they buy, what they need from publishers, and the opportunity for smaller publishers.
Agency programmatic vs direct advertiser buying in India CTV
How agency-traded and in-house brand campaigns differ in process, data access, and what publishers need to know about each route.
Negotiating CTV deals with India publishers: a buyer's guide
Direct IO minimums, PMP floor negotiation, data access terms, deal mechanics, and where buyers have — and don't have — leverage.