ITG Demand

Sales power. Partner reach. One endpoint.

ITG Demand fills your Pause, Double Box, L-Band, Shoppable and Interactive inventory with a dedicated sales team, sales-house partnerships and always-on DSP connections — delivered to your app through a single integration

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Buyers want innovative CTV formats. Publishers need someone selling them — and a way to let the demand in

The IAB Tech Lab is standardizing how Pause, Overlay, Squeezeback and In-Scene inventory is signaled in bid requests, and agencies, brands and DSPs are actively looking for scaled access to these placements — inventory that already commands higher CPMs than standard video.

ITG Demand covers both sides of that equation. Our own sales team and sales-house partners bring your inventory to buyers directly, while connections to DSPs and demand partners keep an always-on programmatic channel running — every demand source, one endpoint.

Pause Ads

Full-screen takeovers or overlays that appear the moment viewers hit pause — monetizing an idle moment without touching the ad break

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In-Content Ads

Double Box, L-Band, banners and overlays that live inside the stream while the content keeps playing

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Home Screen Ads

Native placements on the TV home screen while viewers browse and choose what to watch next

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How the Demand Reaches You

The ITG sales team, sales houses and DSPs connect to ITG Demand, which delivers demand to your CTV app through one endpoint

What Publishers Get

Direct Sales Team

ITG's own sellers bring your Pause, Double Box, L-Band, Shoppable and Interactive inventory to agencies and brands — demand you don't have to chase yourself

Sales Houses & Partners

Partnerships with sales houses and demand partners extend your reach into budgets and buyers a single publisher can't tap alone

Single Integration

Connect once and access every demand source — signaled over OpenRTB and Non-Linear VAST per the IAB Tech Lab CTV Ad Format standards, with no per-buyer plumbing

Unified Auction

Direct campaigns, partner deals and programmatic bids compete for every impression, maximizing yield on each pause, overlay and squeeze-back moment

Reporting & Analytics

Full transparency into fill, CPMs, engagement and revenue across demand sources — in our dashboard or exported to your tools

Zero Extra Ad Load

Innovative units monetize idle and in-content moments, adding inventory without adding a single second to your ad breaks

Complete the Loop

Demand is one piece — ITG covers rendering and demand routing too

SDK

Native rendering on every CTV platform

The ITG SDK renders the winning creatives natively across smart TVs, streaming devices, web and mobile — one integration for every format.

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Ad Router

One unified VAST from every demand source

Already working with other SSPs? The Ad Router runs the auction across all of them — ITG Demand included — and outputs one normalized VAST.

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Turn innovative inventory
into always-on revenue