Amagi has made its In-Content Ads offering available through the Amagi ADS PLUS marketplace, opening programmatic access to non-traditional CTV ad formats across hundreds of streaming channels.
The offering is powered by Thunderstorm, Amagi’s server-side ad insertion and dynamic ad stitching platform, and is designed to place advertising directly into linear video content in real time.
Initial formats include overlays, squeezebacks and picture-in-picture ads, allowing advertisers to run high-impact campaigns alongside existing mid-roll inventory without extending ad pod length or interrupting the viewer experience.
Amagi said the marketplace is intended to create incremental revenue opportunities for content owners and streaming platforms, while giving advertisers new ways to improve campaign performance in premium news, sports and entertainment environments.
Srinivasan KA, co-founder and president, global business, at Amagi, said the launch would help advertisers and content owners “unlock more value from streaming audiences while preserving the viewer experience”.
The marketplace is launching with participation from ad platforms and advertisers including Olyzon, which reported improved brand desirability and awareness in a campaign for a European luxury fashion house using Amagi’s formats.
Partners including Plex, TCL, Telus, Banijay, Racer Select and OTT Studios are also supporting the marketplace as Amagi expands its programmatic in-content advertising footprint.
