Inthegame

Inthegame, which operates as ITG, develops technology for what it calls advanced connected TV (CTV) ad units — formats such as pause ads, home screen ads, in-content placements, double box, L-band, banners and interactive units that are rendered without extending the ad break. The company positions the stack as covering rendering, demand routing, supply, signaling and ad serving.

The product set is modular. The ITG SDK is a native rendering SDK for smart TVs, streaming devices, web and mobile that delivers the ad formats from a single integration. The Ad Router connects VAST and oRTB endpoints from SSPs including PubMatic and Magnite, runs an auction and returns a single normalized VAST response to the client. ITG Demand aggregates a direct sales team, sales-house partnerships and DSP connections behind one endpoint with unified auction, reporting and signaling. Supporting components include a Signaling System that schedules and injects ad opportunities into live and VOD streams and an ad server for trafficking direct campaigns. ITG Studio is a creative tool for building ad units, and the company describes proprietary object-based rich media rendering and patented animation rendering technology for CTV devices.

Buying paths span direct insertion orders, PMP/Deal ID private marketplace packages and open-exchange oRTB demand, with formats signaled according to IAB Tech Lab CTV ad format standards. A third-party profile describes the company as providing a framework for interactive in-stream overlays for OTT platforms, with tags spanning media, gaming, TV and OTT.

Founding story

The company was created around a stated vision of connecting viewers with the content they love and creating moments of engagement, with a founding team combining technology expertise with experience in the OTT and VMVPD industries.

Business model

B2B technology licensing and media monetization: publishers, streamers and rights-owners adopt the SDK, the Ad Router or both, while ITG Demand supplies advertiser demand through direct, PMP and open-exchange paths. Components can be adopted separately or as a full stack.

Revenue derives from monetizing CTV inventory for publishers and streamers through direct insertion orders, private marketplace deals and open-market programmatic demand routed through ITG Demand, alongside adoption of its SDK and ad-serving products.

Traction

Public materials cite partnerships and clients across streaming platforms, integrations with demand platforms such as PubMatic and Magnite, and a native integration with AWS Elemental MediaTailor. A third-party profile lists approximately 26 employees and $1M in seed funding.

Latest developments

The company markets a modular stack of ITG SDK, Ad Router and ITG Demand, supported by a signaling system, ad server and ITG Studio creative tool, and promotes a native integration with AWS Elemental MediaTailor for triggering and filling advanced CTV units through existing dynamic ad insertion pipelines.