A CTV publisher's programmatic revenue depends on its sell-side infrastructure: the ad server that manages demand priority, the SSPs that connect to buyer DSPs, the SSAI layer that stitches ads into the video stream, and the deal ID system that enables private marketplace transactions. Getting these components right — and configured correctly together — is the difference between a publisher capturing Rs 150+ CPMs on premium content and settling for Rs 40 open auction clearing prices.
Magnite vs PubMatic for India CTV publishers
How the two leading India CTV SSPs differ — heritage, deal management, India team strength — and whether to use one or both.
Google Ad Manager for CTV publishers in India
CTV ad unit setup, line item priority waterfall, yield group configuration, and GAM First Party Audiences for data monetisation.
Server-side ad insertion (SSAI) for CTV: how it works
Why SSAI eliminates ad blockers and buffering on CTV, how it differs from CSAI, and which India providers to consider.
How to set SSP floor prices for India CTV
India CTV CPM benchmarks by content type, dynamic floor strategy, fill rate targets, and how to A/B test floor changes.
How deal IDs work in CTV programmatic transactions
The OpenRTB deal ID flow, publisher workflow for creating deals, common failure modes, and deal-level reporting metrics.
SpringServe and FreeWheel in India CTV: ad server roles and publisher use
Which India publishers use SpringServe vs Google Ad Manager vs PubMatic, how they differ, and what buyers need to know for DSP access and VAST error diagnosis.
Header bidding for CTV in India: how publishers implement unified auction
Server-side bidding architecture for CTV, India publisher adoption status, bid timeout management, and latency considerations for India's variable-bandwidth connections.
Programmatic direct in India CTV: how publishers manage direct programmatic deals
Sell-side workflow for PMP and preferred deal IDs, India publisher adoption by tier, deal lifecycle management, and operational challenges at scale.
India CTV sell-side stack: SSPs, ad servers, and publisher programmatic architecture
How India CTV publishers manage their sell-side stack, which publishers use PubMatic, Magnite, or Google Ad Manager, and how JioHotstar differs as a walled garden.
SSPs for CTV in India: supply-side platforms powering Indian streaming inventory
Magnite, PubMatic, SpringServe, and Google Ad Manager are the primary SSPs powering CTV inventory in India. How each connects to publishers, what buyers need to know.