Advanced CTV Units

The Leading Technology for Advanced CTV Units

Pause Ads proved that non-interruptive CTV works. ITG built the full stack for everything that comes next — units that live in the stream, the home screen and the pause moment, without adding a second to the ad break

In-Content

Partners & Clients

Three Products, One Advanced CTV Stack

Rendering, demand routing and supply — three modular products you can adopt separately or together

No bundle required. Start with one product, add another when you're ready, or run the full stack from day one.

ITG SDK

Render every innovative ad format

A native rendering SDK for smart TVs, streaming devices, web and mobile. One integration delivers Advanced CTV Units — Home Screen, Pause, In-Content and Interactive — on every screen.

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Ad Router

One unified VAST from every demand source

Connects VAST and oRTB endpoints from PubMatic, Magnite and more, runs the auction, and converts the winner into a single normalized VAST your client already understands.

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ITG Demand

Sales, partners and DSPs — one endpoint

ITG brings the demand for Advanced CTV Units — a direct sales team, sales-house partnerships and DSP connections — behind a single endpoint with a unified auction, reporting and standards-compliant signaling built in.

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Common setups

SDK only ITG Demand only SDK + Ad Router Ad Router + ITG Demand Full stack

Supporting the stack: the Signaling System creates the ad opportunities, and the Ad Server traffics your direct campaigns.

Direct and Programmatic

Fill every Advanced CTV Unit from direct IO and PMP deals to open-market demand — with standards buyers already transact on

Direct

Direct IO

Sell Advanced CTV Units straight to your advertisers and traffic them like any other campaign.

Programmatic

PMP & Deal ID

Package premium in-content moments as private marketplace deals buyers activate from their existing DSP.

Open market

Open Exchange

Open remaining inventory to oRTB demand — every winning ad comes back as standard VAST your player already understands.

Integrates with your demand platforms & industry standards

Built to IAB Tech Lab CTV Ad Format signaling standards

Explore buying paths in Ad Units →

Built for Publishers, Brands and DSPs

Publishers, buyers and platforms all plug into the same Advanced CTV Units

Grow your revenue

Publishers & Streamers

New revenue from pause, home screen and in-content moments you're not selling today — with zero extra ad load.

Explore ITG Demand

Reach your audience

Brands & Agencies

The moments viewers actually watch — 3.8x higher attention, bought through your existing DSP, direct IO or PMP deals.

See the Ad Units

Expand your supply

DSPs

Differentiated inventory your buyers can't reach anywhere else — signaled and transacted over standard oRTB and VAST.

Connect to ITG Demand

Partnership

ITG & AWS Elemental MediaTailor

Advanced advertising formats through the dynamic ad insertion pipeline you already run

ITG integrates natively with AWS Elemental MediaTailor — every Advanced CTV Unit can be triggered and filled through your existing pipeline.

SCTE-35 triggered
VAST compatible
Live & pre-recorded content
Shoppable module

ITG Studio

Create any ad unit you want for your CTV with ITG Studio — advanced creatives without the complexity

The Non-Disruptive Advertising Effect

3.8x

Higher Attention Rates than traditional TV Ads

When advertising breaks free from traditional constraints, viewers pay attention. Non-disruptive delivery creates natural moments of engagement that capture and hold viewer focus, making every second of screen time more valuable.

47%

Higher Engagement than standard Ads

Beyond passive viewing: non-disruptive advertising transforms one-way messages into interactive experiences. By meeting viewers in their moment, content invites active participation rather than passive consumption.

39%

Higher Brand Recall than disruptive Ads

Memory follows meaningful connection. When advertising becomes part of the viewing journey rather than an interruption, the message resonates and endures. The result? Brand impressions that stick with viewers long after the screen goes dark.