Ad Router
Innovative formats are finally going programmatic — but every SSP signals them differently, and bids from one platform can't be read by another
Pause, overlay and squeezeback inventory is sold today through native specs, custom VAST extensions and diverging oRTB signals. Publishers that build their own renderers still have no practical way to integrate demand at scale.
The Ad Router solves exactly this: it speaks every demand platform's dialect — PubMatic, Magnite and more — so your client only ever has to understand one.
How It Works
The Ad Router connects to your VAST and oRTB demand endpoints — SSPs like PubMatic and Magnite, ad servers and direct deals — and understands each platform's format natively.
Bids from all sources compete in a unified auction for every impression, so the highest-value demand wins regardless of which pipe it came through.
The winning response is converted into a single, standards-aligned VAST that your client — or the ITG SDK — renders, with analytics and campaign management built in.
Everything Between Demand and Render
Reads native specs, custom extensions and oRTB signals from each SSP, and converts the winner into one unified VAST your client can parse
Competing bids from every connected endpoint battle it out for the same impression — no demand left stranded in incompatible pipes
Built around the IAB Tech Lab CTV Ad Format signaling — AdCOM placement types and Non-Linear VAST for Pause, Overlay, Squeezeback and In-Scene units
Many buyers return mp4 video creatives in their VAST mediafiles — ITG converts them to images on the fly, so Pause Ads and L-Band units render exactly as designed
Impression, engagement and revenue reporting across all demand sources in one place, or exported to your existing tools
Built the client yourself? The Ad Router works with any renderer that reads standard VAST — the ITG SDK is optional, not required
Built to Open Standards
CTV Ad Formats
AdCOM placement types for Pause, Overlay, Squeezeback and In-Scene units — signaled exactly as the spec defines
VAST
Units delivered as standard VAST that any player or renderer already understands — no proprietary response formats
Compatible
Biddable demand through open-standard oRTB signaling, compatible with the SSPs and DSPs you already work with
& SGAI
Industry-standard triggers for ad opportunities in live and VOD streams, fully compatible with AWS Elemental MediaTailor
Pairs With the Rest of the Stack
Native rendering on every CTV platform
Skip building your own renderer: the ITG SDK consumes the unified VAST and renders Pause, Double Box, L-Band, Shoppable and Interactive units natively on every screen.
Explore the ITG SDK →One endpoint to innovative demand
Beyond mediating your existing endpoints, ITG brings its own demand — a direct sales team, sales-house partners and DSP connections for innovative formats, delivered to your app through a single endpoint.
Explore ITG Demand →Every demand source.
One VAST.
Request a Demo
Request a demo
- Offices
- Tel Aviv
Israel - London
UK - Philadelphia
USA
- Contacts
- Aviram Sharon
CEO & Co-founder - Itai Arbel
CTO & Co-founder - Zane Vella
Strategic Development - Asi Tishler
Head of Partnerships - Email us
- support@inthegame.io