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.