MAM
Amagi expands CTV ad push with in-content marketplace launch
New ADS PLUS offering brings overlays, PIP and squeezeback ads to streams.
MUMBAI: Streaming ads are no longer waiting politely for the commercial break. Amagi has launched an in-content advertising marketplace through its ADS Plus platform, opening up programmatic access to ad formats embedded directly within streaming content as connected TV advertising races towards more seamless and harder-to-ignore viewer experiences. The new marketplace, announced on May 6, brings in-content ads across hundreds of streaming channels spanning news, sports and entertainment. Rather than interrupting content entirely, the formats slide into the viewing experience through overlays, squeezebacks and picture-in-picture (PIP) placements.
In other words, the ads are learning to share the screen instead of stealing it.
The offering is powered by Thunderstorm, Amagi’s server-side ad insertion (SSAI) platform, which stitches advertisements into live and on-demand streams in real time. The company said these ad formats have already been running across streaming environments for more than a year, with the marketplace now widening access for advertisers and publishers.
The pitch is straightforward: more inventory without longer ad breaks.
For advertisers, the marketplace creates additional spots to reach viewers beyond traditional commercial pods. For streaming platforms and content owners, it opens up new monetisation opportunities without stretching viewer tolerance with extended interruptions.
Amagi said the rollout includes participation from advertising technology players such as Olyzon. In one recent campaign for a European luxury fashion brand, Olyzon reported gains in both brand awareness and desirability using Amagi’s in-content formats.
The marketplace is also backed by partnerships with streaming and content platforms including Plex, TCL, Telus, Banijay, Racer Select and OTT Studios.
The move comes as the global connected TV market becomes increasingly crowded, pushing platforms to experiment with formats that keep advertisers visible while avoiding the fatigue associated with repetitive pre-roll and mid-roll advertising.
As streaming audiences fragment and viewer attention becomes more expensive to capture, in-content advertising is emerging as the latest attempt to blend commerce into content without fully breaking immersion.
For viewers, it may mean fewer abrupt pauses. For advertisers, it means the screen never really goes dark anymore.
