InTheGame CEO Highlights Six CTV Ad Formats to Shorten Streaming Ad Breaks
· 2h ago · Originally reported by PPC Land
InTheGame's CEO discussed six connected TV ad formats, including double box ads that occupy a quarter of the screen during live sports pauses. The company is promoting these formats to streaming publishers as a way to reduce ad break length while maintaining revenue.
Why it matters
Shorter, less intrusive ad formats could improve viewer experience on streaming platforms and help publishers balance user retention with ad revenue.
Explain it like I’m new here
It's like showing a small ad in the corner of the TV during a game pause, so you don't have to sit through a long commercial break.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Ad pod
An ad pod is a group of video ads played back to back in a single ad break, like a traditional TV commercial break, common in CTV and long-form streaming.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Go deeper
Related stories
Supply-Side Targeting Drives Majority of OpenX CTV Spend in 2025
OpenX reported that supply-side targeting accounted for 51% of its connected TV (CTV) ad spend in 2025, up from 9%. The use of third-party audience data fell significantly, as buyers increasingly targeted CTV inventory by show genre.
Glance Introduces AI-Powered Shopping Features on Android TV Screens
Glance has launched a new feature that enables users to shop directly from their Android TV screens using AI technology. This development turns TV viewing into an interactive shopping experience, integrating commerce with entertainment.
PHYND Reports High Engagement Among Returning Smart TV Game Players
PHYND shared that players who return to its smart TV games three or more times account for 81% of gameplay, with 41.5% of their time spent on family franchise titles. The company did not provide sample size or date details for the data.
Scene-Level AI Promises Enhanced Brand Safety for CTV and Live Streaming
Scene-level AI is emerging as a tool to improve brand safety in connected TV and live streaming environments. By analyzing video content frame by frame, this technology can help ensure ads are not placed next to inappropriate or unsafe…
YouTube Reaches 150 Million Subscribers Amid Surge in Connected TV Viewing
YouTube has achieved a milestone of 150 million subscribers, coinciding with a significant increase in connected TV (CTV) viewership. This growth highlights the platform's expanding presence in the living room and its importance in the…
DoubleVerify Q3 Revenue Slightly Exceeds Expectations Driven by CTV Transactions
DoubleVerify reported third-quarter revenue that slightly surpassed analyst estimates, attributing the growth to increased transactions in connected TV (CTV) advertising. The company's performance highlights ongoing demand for verification…