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Ad Router

One unified VAST from every demand source
The ITG Ad Router connects VAST and oRTB endpoints, runs the auction, and delivers a single normalized response your client already understands
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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

1
Connect every endpoint

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.

2
Run the auction

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.

3
Serve one unified VAST

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.

Demand endpoints flow into the Ad Router, which runs a unified auction and outputs one unified VAST to your renderer

Everything Between Demand and Render

Format Normalization

Reads native specs, custom extensions and oRTB signals from each SSP, and converts the winner into one unified VAST your client can parse

Unified Auction

Competing bids from every connected endpoint battle it out for the same impression — no demand left stranded in incompatible pipes

Standards Aligned

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

Video-to-Image Conversion

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

Analytics

Impression, engagement and revenue reporting across all demand sources in one place, or exported to your existing tools

Bring Your Own Renderer

Built the client yourself? The Ad Router works with any renderer that reads standard VAST — the ITG SDK is optional, not required

Standards

Built to Open Standards

Every unit is signaled and transacted the way the industry already works
IAB Tech Lab
CTV Ad Formats

AdCOM placement types for Pause, Overlay, Squeezeback and In-Scene units — signaled exactly as the spec defines

Non-Linear
VAST

Units delivered as standard VAST that any player or renderer already understands — no proprietary response formats

oRTB
Compatible

Biddable demand through open-standard oRTB signaling, compatible with the SSPs and DSPs you already work with

SCTE-35
& 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

Use it standalone, or as the demand engine behind the ITG SDK and ITG Demand
SDK

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 →
ITG Demand

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.

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  • Contacts
  • Aviram Sharon
    CEO & Co-founder
  • Itai Arbel
    CTO & Co-founder
  • Zane Vella
    Strategic Development
  • Asi Tishler
    Head of Partnerships