Signaling System

Every ad opportunity, exactly when you want it

The ITG Signaling System schedules and injects ad opportunities in live and VOD streams — anchored to player time, pause events, sessions or wall-clock, across every channel and device

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Advanced CTV Units need to know when to appear — and traditional ad servers only understand ad breaks

A Double Box during a lull in the match, a Pause Ad the moment the viewer pauses, an L-Band at minute six of every episode — none of these opportunities exist in a classic break-based schedule.

The Signaling System creates them: define signals per channel, schedule them in advance, or inject them into a live stream in real time — and let the ITG stack fill and render whatever wins.

How It Works

Anchor the signal

Tie each opportunity to what matters: player time in the content, the viewer's session, a pause event, or an absolute wall-clock moment.

Schedule or inject live

Build per-channel schedules across hundreds of channels — or activate live mode and inject a creative into a running stream in real time.

Fill and render

Attach a specific creative, or leave the signal open for demand — filled through the Ad Router or ITG Demand, and rendered by the SDK on every device.

Full Control of the Opportunity

Flexible Anchors

Trigger on video player time, session start, pause events or absolute time — the right moment for every unit, in live and VOD

Channel-Level Scheduling

Independent schedules for every channel in your lineup — hundreds of FAST and linear channels managed from one place

Single Ads & PODs

Signal a single unit or a full POD with configurable pod size and duration — the structure buyers expect, on non-break inventory

Live Injection

Activate live mode and push a creative into a running stream in real time — perfect for sports, breaking moments and sponsorships

Device Targeting

Aim each signal at TV, mobile or web — or all of them — so the same schedule adapts to every screen your content plays on

Open Signals

Don't pre-assign a creative — open the opportunity to demand and let the Ad Router, ITG Demand or MediaTailor decide what fills it

Pairs With the Rest of the Stack

The Signaling System creates the opportunity — the rest of the ITG stack fills and renders it

Ad Router

One unified VAST from every demand source

Open signals become auctions: the Ad Router runs your VAST and oRTB demand for every opportunity the Signaling System creates, and returns one normalized response.

Explore the Ad Router →

SDK