New Delhi: Amagi has announced the launch of its In-Content Ads offering via the ADS PLUS marketplace, marking a strategic expansion aimed at enhancing performance-driven advertising in the connected TV (CTV) ecosystem.
The new marketplace enables advertisers to access innovative ad formats embedded directly within streaming content, moving beyond traditional ad pods to deliver incremental campaign impact at a programmatic scale. The offering is immediately available across hundreds of streaming channels spanning premium news, sports, and entertainment.
Powered by THUNDERSTORM, Amagi’s server-side ad insertion (SSAI) and dynamic ad stitching platform, the In-Content Ads solution has already been deployed across premium streaming environments for over a year. With this expansion, the company is now streamlining programmatic access through its ADS PLUS marketplace, opening up new opportunities for advertisers and content owners alike.
The solution allows real-time integration of ad formats such as overlays, squeezebacks, and picture-in-picture (PIP) ads directly into linear video content. These formats are designed to enhance engagement and campaign effectiveness while maintaining a seamless viewing experience. For content owners and streaming platforms, the offering enables increased monetisation without extending ad pod duration or disrupting user experience.
Commenting on the launch, Srinivasan KA, Co-founder and President – Global Business, Amagi, said, “Today’s dynamic CTV advertising marketplace demands innovation that delivers results at scale. By building upon our proven platform technology and ecosystem connections, our new In-Content Ads Marketplace enables advertisers and content owners to unlock more value from streaming audiences while preserving the viewer experience.”
The expansion is supported by participation from key adtech platforms, including Olyzon. In a recent campaign with a leading European luxury fashion house, Olyzon reported that Amagi’s In-Content Ad formats delivered a +2.9% lift in brand desirability and a +2.1 point increase in brand awareness, highlighting the effectiveness of content-aligned advertising.
Jules Minvielle, CEO of Olyzon, said, “The L-Band format proved highly effective in driving brand awareness, thanks to its strong visibility and seamless, non-intrusive integration within content. Its placement within premium content environments offered by Amagi, particularly well-suited to luxury brands, enhances message impact while preserving brand image and exclusivity.”
The marketplace is also gaining traction among a growing network of global content and platform partners, including Plex, TCL, Telus, Banijay, Racer Select, and OTT Studios.
With this launch, Amagi continues to strengthen its cloud-native streaming capabilities and global partner ecosystem, reinforcing its focus on advancing ad innovation and expanding programmatic opportunities within the rapidly evolving CTV landscape
