The Trade Desk, Magnite and Innovid Form CTV Pact

The trio wants to offer media buyers interactive TV ads at scale


The Trade Desk, Magnite and Innovid have teamed up to form a one-stop shop to programmatically buy, create and serve interactive CTV ads to specific households.

The alliance was launched by Innovid, which operates a commonly-used ad server, and aims to offer advertisers more interactive ads on connected TVs, whereby viewers can scan QR codes or click through an ad.

Top line

The ad units include features like creative overlays, viewer prompts for phone exploration and in-ad experiences like two-minute movie trailers.

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