Amagi Launches In-Content Ads Marketplace to Boost CTV Performance

Amagi Launches In-Content Ads Marketplace to Boost CTV Performance​

New York, May 5, 2026 – Amagi, the agentic industry cloud platform for unified broadcast, streaming, and monetization, today announced the availability of its InContent Ads offering through the Amagi ADS PLUS marketplace. This strategic expansion is designed to unlock incremental advertising impact for advertisers that extends beyond traditional ad pods, reaching programmatic scale. The new marketplace offering is immediately available across hundreds of streaming channels, covering premium news, sports, and entertainment content.

Powered by THUNDERSTORM, Amagi's server-side ad insertion (SSAI) and dynamic ad stitching platform, the In-Content Ads solution has successfully operated in premium streaming environments for over a year. This latest expansion marks the next phase, streamlining programmatic access for advertisers via Amagi ADS PLUS.

The solution provides a direct connection between advertisers and unique ad formats stitched into linear video content in real time. Amagi states this alignment can significantly boost overall campaign results. Available ad formats at launch include overlays, squeezebacks, and picture-in-picture (PIP) ads. These high impact formats offer advertisers robust options to boost performance alongside existing midroll campaigns. For content owners and streaming platforms, the technology enables growing ad revenue without increasing pod length or disrupting the viewer experience.

Srinivasan KA, Co-founder and President-Global Business at Amagi, stated, "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 marketplace's expansion is supported by innovative platforms and advertisers, including Olyzon, an agentic decisioning layer for CTV. Demonstrating the power of content alignment, Olyzon recently reported a successful collaboration with a leading European luxury fashion house.

The impact of the In-Content Ads formats was summarized in the following data:


Jules Minvielle, CEO of Olyzon, noted, "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 continues to expand its network of premium platforms and content partners, including Plex, TCL, Telus, Banijay, Racer Select, and OTT Studios.

About Amagi
Founded in 2008, Amagi Media Labs Limited is an agentic industry cloud platform serving the global media and entertainment industry. Amagi enables media companies to launch, manage, distribute, and monetize live, linear, and on-demand content across cable, OTT, and FAST platforms without investing in traditional broadcast infrastructure. The company's diversified platform includes Streaming Unification, Monetization & Marketplace, and Cloud Modernization, allowing media companies to run end-to-end content operations and offer monetization capabilities across streaming-led environments. Amagi manages over 9,000 channel deliveries across 300+ distributors in 40+ countries, helping media companies build audience value using its cloud-native platform.

AMAGI Stock Price Movement​

Today, Amagi Media Labs Limited shares rallied, closing at ₹440.55 after gaining 3.06% for the session. The stock finished on strong momentum, settling near its 52-week high and attracting a substantial volume of 472,498 shares today.