A direct deal with a CTV publisher, delivered through programmatic pipes. You negotiate price, targeting parameters, and inventory volume upfront. Delivery runs through your DSP. The benefit over open auction is transparency: you know what you are buying, from whom, at what price. The verification question that still applies: confirm that the inventory labeled CTV is actually delivering on television screens. Screen size reporting should be part of every private CTV deal.
Ad tech glossary
Private Programmatic CTV
Technical definition
Direct deals between specific publishers and advertisers executed through programmatic technology, often with guaranteed inventory levels and fixed pricing for CTV inventory.
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Related terms
- Audience Addressability
- AVOD (Advertising-Based Video On Demand)
- AVOD Stacking
- Co-Viewing Measurement
- Competitive Separation
- CTV (Connected TV)
- Deal Discovery
- Dynamic Ad Load
- Dynamic Pod Optimization
- FAST (Free Ad-Supported Television)
- Header Bidding for CTV
- Pod Length
Where this shows up
CTV
·
The 2026 upfront runs on shape, not size
Supply is outpacing demand. Scarcity has collapsed into sports. And the most useful phrase in the market right now isn't volume or price. It's "the shape of the deal."
CTV
·
⏸️ Pause Ads
I'm back from CES, where (and I can't believe I'm saying this) pause ads were having a moment. I did not have this one on my bingo card. Yes, those ads that pop up when you hit pause on your TV.
CTV
·
Get Better CTV Quality in 2025
I'm not big on New Year's resolutions, but I do want you to look me in the eye and promise that you will press for better CTV quality in 2025. Oh...you thought it all ran on a TV in a living room? Have a seat. We need to talk.