What decides CTV publisher PMP access?
CTV publisher PMP access is decided by two things you already own: the DSP seat you buy through and the market you buy in. Budget comes after the seat and market are fixed.
By the end you can map, for five publishers, whether your seat reaches open auction, a private marketplace (PMP) or programmatic guaranteed (PG), or whether the answer is "ask sales".
A larger budget does not buy a door your seat cannot reach. Amazon's Roku integration, announced on 16 June 2025, is offered "exclusively through Amazon DSP"; no budget routed through another DSP buys that authenticated footprint. The counter-argument is that a DSP seat is itself bought with budget. That is fair: seat access can carry spend minimums or managed-service terms, so ask the DSP and the publisher for both before you treat a seat as free.
This post is the publisher-by-publisher companion to our CTV PMP and programmatic guaranteed setup guide. Mapping supply paths against seats is the core of our media integration work.
Pluto TV, Tubi, Plex, Roku and Samsung: the published deal paths
Only Tubi in Australia documents both PMP and programmatic guaranteed (via PubMatic). Roku documents Curate and no PG, Samsung documents DSP access with no deal type, and we found nothing for Pluto TV or Plex on the pages we could read, as of 27 October 2026. The table records only what we read on primary pages; a blank means we found no page, not that the service is absent.
| Publisher (owner) | Markets with a documented path (SG, MY, AU, US, CA) | Open auction | PMP | Programmatic guaranteed | Supply path | DSP seats named | Last verified |
|---|---|---|---|---|---|---|---|
| Roku (Roku) | US documented; others not stated | Auctions run in Roku Exchange; type not specified | Roku Curate packages, which Roku says have "the basic structure of a private marketplace (PMP)" though Curate differs from a classic PMP | Not stated | Roku Exchange, connected to the programmatic ecosystem through Magnite | Amazon DSP (exclusive for the authenticated US footprint); The Trade Desk, DV360, Yahoo DSP for Roku Exchange; Roku Ads Manager self-serve | 27 Oct 2026 |
| Samsung home screen and Samsung TV Plus (Samsung Electronics) | Home screen: "all global regions", rollout beginning Q3 2026, no countries named; Samsung Ads pages name US and CA | Not stated | Not stated | Not stated | Magnite's SpringServe ad server | The Trade Desk, DV360 (home screen); Amazon DSP (Samsung TV Plus, per Amazon Ads) | 27 Oct 2026 |
| Tubi (Fox Corporation) | AU documented; market of the Amazon DSP route not stated | Not stated | AU: PMP via PubMatic. Priority Access via Amazon DSP: deal type and market not stated | AU: via PubMatic | Direct Amazon DSP integration (market not stated). AU: PubMatic; News Corp Australia distributes Tubi | Amazon DSP; DSPs buying through PubMatic, including mid-tier and performance DSPs | 27 Oct 2026 |
| Pluto TV (Paramount) | Not stated | Not found | Not found | Not found | Not found | None named for Pluto TV; Paramount Ads Manager self-serve lists Pluto TV | 27 Oct 2026 |
| Plex (Plex) | Not found | Not found | Not found | Not found | Not found | Ask Plex ad sales | 27 Oct 2026 |
Pluto TV programmatic PMP access is not documented on the Paramount pages we could read. Paramount Ads Manager lists Pluto TV and names no market. Paramount's 21 January 2026 release offers "private marketplace, biddable ad inventory" through Amazon DSP, DV360, The Trade Desk and Yahoo DSP, but for UFC on Paramount+, not Pluto TV.
Tubi is the clearest case of market deciding the door: the Amazon DSP route and the PubMatic route in the table need different seats.
"The Samsung home screen is one of the most valuable ad units in streaming."
Eldad Persky, Senior Vice President, Global Product, Engineering & Business Development, Samsung Electronics, in Samsung's 10 June 2026 announcement
Samsung's release says advertisers can buy home screen placements "for the first time" through The Trade Desk and DV360, with access "across all global regions" beginning in Q3 2026. It names no countries and no deal type, so ask your DSP which markets are live.
How the three doors work on a FAST or device publisher
The three doors are the models a publisher can offer: open auction, a private marketplace on a deal ID, and programmatic guaranteed at fixed volume. The first table shows which ones we could confirm for each publisher.
Open auction is the default door: any DSP connected to the publisher's exchange bids, with no deal ID and no say over content beyond what the bid request carries.
A private marketplace adds a deal ID that the seller sends to named buyer seats. Roku's own explainer puts the standard model plainly: "With a standard Deal ID or a PMP, the publisher sends inventory," and targeting and decisioning happen at the DSP. Roku Curate differs because Roku packages its data with the supply before it reaches the buyer.
Programmatic guaranteed commits volume up front, so the seller wants a minimum and a single seat to deliver into.
Our programmatic platform notes cover the DSP side of each door.
Which door fits which brief?
Pick the door from the brief's hardest requirement, then check that your DSP seat reaches that door at each publisher.
| Hardest requirement in the brief | Door | Why | Ask the publisher | Verified fits |
|---|---|---|---|---|
| Reach at the lowest set-up effort | Open auction | Any connected seat bids; no deal to negotiate | Which exchange carries the supply, and are app names passed in the bid request? | Roku Exchange auctions (type not specified) |
| Frequency control on one publisher | PMP on a single seat | One deal ID into one seat lets the cap hold | Can the cap span this deal and any priority package? | Roku Curate; Tubi PMP in Australia (via PubMatic) |
| Guaranteed delivery for a launch or sponsorship | Programmatic guaranteed | Volume is committed before the flight | Minimum commitment, make-good terms, delivery reporting | Tubi in Australia via PubMatic |
| Content and brand-safety control | PMP | The deal names the content or package | Which channels or titles sit inside the deal? | Roku Curate; Tubi PMP in Australia |
| Audience match and sales measurement | PMP or exclusive integration on the DSP that holds the identity | The join happens where the logged-in signal lives | Match rate, and how exposure joins to sales | Roku (US) and Tubi via Amazon DSP; deal types not stated |
The last row carries the strongest numbers. Amazon says its Roku integration reaches "an estimated 80M U.S. CTV households" and was due, in Amazon's June 2025 plan, to be available to all US Amazon DSP advertisers "by Q4 2025"; we did not confirm it shipped (Amazon Ads, 16 June 2025, citing comScore data for the households). For Tubi, Amazon's NewFronts 2026 page says "Amazon can match 85% of Tubi's audience to Amazon data", and that 10% of Tubi's household reach is unique and incremental across Amazon's open internet streaming TV supply.
A buyer on The Trade Desk or DV360 still reaches Roku Exchange supply, without that authenticated household signal. Split one publisher across two seats and neither frequency cap sees the other's impressions.
Who should hold the seat is covered in our guide to the three CTV buying partner models. In Canada, add Samsung to the shortlist early: Samsung Ads Canada cites "more than 7M TVs in Canada alone".
If your DSP brief names Tubi, Roku or Samsung but nobody has checked which doors your seats reach in each market, Leapbuzz builds a publisher path map. Ask for a path map.
CTV door picker
The door picker returns one recommended door per publisher from four inputs: brief goal, DSP seat, market and budget band. It names a door only where the first table documents it for that publisher on 27 October 2026; otherwise it says to ask ad sales.
Rule: frequency, content and audience match go to a PMP; guaranteed delivery goes to PG at budget band 3, otherwise a PMP; reach has no documented door. It applies only where the first table documents the door (Roku Curate, Tubi Australia); otherwise the answer is "deal type not documented, ask", self-serve or "ask ad sales". Budget band changes only the PG answer.
Roku: Roku Curate package sent to your DSP; Roku says it has the basic structure of a PMP but differs from a classic PMP.
Samsung: Samsung TV Plus via Amazon DSP; deal type and market not documented, ask.
Tubi: Tubi Priority Access via Amazon DSP (preferred positioning and first access); deal type and market not documented, ask.
Pluto TV: Ask Paramount ad sales. No deal path found on the pages we could read.
Plex: Ask Plex ad sales. No deal path found on the pages we could read.
Static version: verified path by publisher, seat and market
| Publisher | Seat and market | Path the picker returns |
|---|---|---|
| Roku | Amazon DSP, US, match goal | Authenticated Roku footprint, exclusive to Amazon DSP; deal type not documented, ask |
| Roku | Any DSP, US, frequency, content or match goal | Roku Curate package sent to your DSP |
| Roku | Any DSP, US, reach or guaranteed goal | Deal type not documented, ask |
| Roku | No seat, any market | Roku Ads Manager self-serve |
| Samsung | The Trade Desk or DV360, any market | Home screen via SpringServe, rollout beginning Q3 2026; deal type not documented, ask |
| Samsung | Amazon DSP | Samsung TV Plus via Amazon DSP; deal type and market not documented, ask |
| Tubi | Amazon DSP, US | Tubi Priority Access; deal type and market not documented, ask |
| Tubi | Any DSP, Australia, only if the DSP buys through PubMatic | PMP via PubMatic; programmatic guaranteed for a guaranteed goal at band 3 |
| Pluto TV | No seat, any market | Paramount Ads Manager self-serve (market coverage not stated) |
| Plex, and every other combination | Any | Ask the publisher's ad sales team |
Illustrative example: a Toronto brand on The Trade Desk wants guaranteed delivery at budget band 3. The picker returns Samsung home screen access through the DSP with the deal type marked "ask" and "ask" for the other four.
Do this before you brief a DSP
Write down your DSP seats and markets first, then send each of the five publishers one email asking which door that seat reaches in that market. Brief the DSP only after the answers come back.
- List every DSP seat you or your partners hold, by market.
- For Roku in the US, and for Tubi where Amazon's integration applies, decide whether the Amazon DSP identity signal justifies a second seat. For sales measurement it usually does; for reach, Roku Exchange may do.
- For Samsung, ask your DSP rep whether home screen supply is live in your seat and market today, since the rollout was announced as beginning in Q3 2026, not dated per region.
- For Pluto TV and Plex, get the deal ID route in writing: SSP, deal type, seats accepted, markets covered.
- Book PG only where the seller confirms volume and make-good terms; elsewhere start with a PMP.
Retail-data buyers have a sixth door, retailer-owned CTV, covered in our note on retail media's closed-loop CTV. If CTV sits inside a wider performance marketing plan.