Addressable TV grew faster once buyers could purchase it the same way they buy digital video: inside a DSP, with clear targeting, pacing, reporting, and optimization. The turning point was not a single technology – it was the operational standardization of programmatic pipes: PMPs and Deal IDs.

What a Deal ID really is

A Deal ID is basically a “private contract address” in programmatic advertising.

• Seller (publisher or SSP) curate a package of inventory:
  • device type (CTV)
  • content category (sports, drama, anime)
  • negotiated price(CPM)
  • ad rules (frequency caps, geo / time-targeting)
  • audience segment (optional)
• Buyer activates it in a DSP:
  • The Trade Desk, DV360, etc.
  • It behaves like a switch: ON/OFF + budget controls

So instead of emailing spreadsheets and manually trafficking, buyers can manage campaigns like digital.

Why Deal IDs accelerate addressable

Because they solve 4 pain points:

1. Speed: campaigns launch faster
2. Control: buyers manage pacing and flighting
3. Transparency: clearer price (CPM) and reporting
4. Scale: one buyer can activate across many publishers using familiar workflows

This is why addressable TV grew from “experimental projects” into “always-on budgets”.

The CPM logic: why buyers accept premium prices

In linear TV, a buyer often pays for broad reach and hopes the audience matches.

In addressable:

• CPM can be higher,
• but waste is lower,
• and outcomes tend to be clearer.

A simplified example:

• Linear TV: 1,000,000 impressions at 80 THB CPM
  • maybe only 25% are in-target
  • effective CPM to target can be much worse
• Addressable: 300,000 impressions at 180 THB CPM
  • but 80–90% in-target
  • outcomes (conversions, completion-rate) improve

Agencies don’t buy CPM alone. They buy efficient outcomes.

Where GAM fits (GAM360)

In GAM, programmatic inventory is typically represented as:

• Ad units (where the ads show)
• Key-values (metadata, like content type or device type)
• Yield groups / competition rules (who competes)
• Line items (deals, sponsorships, open auction)
• Publisher provided signal / PPS (detailed contextual signals)

For a publisher, the aim is to make “CTV inventory” legible to buyers:

• CTV_LIVE_PREMIUM
• CTV_VOD_HIGH_COMPLETION
• SPORTS_LIVE…and then attach appropriate demand pipes.

SSP vs DSP vs GAM

• DSP: where buyers run campaigns and spend budgets
• SSP: where supply is packaged and offered programmatically
• GAM: the ad server deciding what wins each impression

Addressable TV growth accelerates when those three connect smoothly.

A practical “starter kit” (3 Deal IDs you can sell today)

If you are building traction:

1. CTV Premium Run-of-Network (RON) Deal
   • broad reach
   • stable delivery
   • average CPM, high scale
2. Live Event / Sports Deal
   • scarcity + premium
   • great sponsorship add-ons
3. High Completion VOD Deal
   • performance-driven
   • easier to justify for outcomes KPIs

Then add one addressable layer:

• Geo (province/city)
• Device type (CTV only)
• Audience segment (broad: “mid to high income earners” or “parent with kids”)