Every open auction and PMP CTV impression is transacted via a real-time auction that runs in under 200 milliseconds. The mechanics differ from display in important ways: no browser cookies, first-price auctions, server-side header bidding, and pod sequencing constraints. This hub covers how auctions work on CTV and what buyers and publishers in India need to know to operate them effectively.
Real-time bidding in CTV: how RTB works on connected TV
The step-by-step RTB auction sequence, how CTV differs from display RTB (no cookies, first-price, pod constraints), bid request signals, and India-specific buying guidance.
Header bidding in CTV: how server-side prebid works
Why CTV header bidding must be server-side, how prebid server orchestrates simultaneous SSP calls, unified auction vs waterfall yield differences, and SpringServe adoption in India.