Streaming technology company Amagi has expanded its connected TV advertising strategy with the launch of an in-content advertising marketplace through its ADS Plus platform, aimed at giving advertisers new ways to engage viewers beyond traditional commercial breaks.

According to a press release, the company said the new marketplace will provide programmatic access to in-content ad formats embedded directly into streaming content across hundreds of channels spanning news, sports, and entertainment. The move comes at a time when the global CTV advertising market is becoming increasingly competitive, with platforms and advertisers exploring less disruptive and more immersive ad experiences.

Unlike conventional ad breaks that interrupt viewing, the new formats are designed to integrate into the content experience through overlays, squeezebacks, and picture-in-picture placements. The approach allows advertisements to remain visible while content continues playing, creating additional inventory opportunities without extending commercial interruptions for viewers.

The offering is powered by Thunderstorm, Amagi’s server-side ad insertion (SSAI) platform, which dynamically stitches ads into live and on-demand streams in real time. According to the company, these in-content formats have already been operating across streaming environments for over a year, with the launch of the marketplace now broadening access for advertisers and publishers.

Amagi said the marketplace aims to solve a growing challenge in streaming — balancing monetisation with viewer retention. As audience attention becomes more fragmented and viewers increasingly show fatigue toward repetitive mid-roll advertising, in-content formats are emerging as an alternative that keeps brands visible without entirely breaking immersion.

The company added that advertisers will now be able to access inventory across multiple streaming environments, while publishers and streaming platforms can unlock additional revenue streams without increasing ad loads. The marketplace rollout includes participation from advertising technology companies such as Olyzon.

Highlighting early campaign results, Amagi said a recent campaign executed for a European luxury fashion brand through Olyzon demonstrated measurable gains in both brand awareness and desirability using the in-content ad formats.

The marketplace is also backed by partnerships with several streaming and content platforms including Plex, TCL, Telus, Banijay, Racer Select, and OTT Studios, further expanding the scale and reach of the offering.

The development reflects a broader shift within the streaming ecosystem, where advertising models are rapidly evolving alongside changing viewer behaviour. As connected TV consumption continues to rise globally, companies are increasingly experimenting with ad formats that blend more naturally into the viewing experience while still delivering measurable visibility for brands.

With the launch of the in-content marketplace, Amagi is positioning itself at the centre of the next phase of CTV monetisation, where the focus is shifting from simply inserting ads into streams to integrating them more seamlessly into content itself.