CTV advertising moves beyond the commercial break: new in-content inventory, chosen at the stream, now running advertiser campaigns
LOS ANGELES, CA and NEW YORK – November 11 – Frequency, the engine behind many of the world’s leading streaming television channels, and OpenGlass, the first SSP built for advanced CTV advertising, today announced that their In-Scene Advertising solutions are now live on Plex’s Connected TV platform.
The deployment is aligned with the IAB Tech Lab CTV Ad Portfolio guidelines and signaling guidance published on July 22, 2026, and can also support interactive executions, including QR codes and dynamic creative, extending the potential value of ad placements beyond passive exposure to action. Research published by IAB UK, found that contextually matched video ads increased real reach from 50% to 71% and lifted positive sentiment by 83% compared with placements unrelated to the surrounding content.*
“We already give advertisers a number of ways to reach Plex viewers beyond the traditional commercial break,” said Audrey Layman, Head of Ad Sales & Partnerships at Plex. “Frequency and OpenGlass have made it seamless for us to bring these new formats to market, pairing Frequency’s technology with OpenGlass’ demand to generate incremental revenue without compromising the viewing experience.”
“For advertisers, the value is incremental, high-impact and high-attention moments to reach their audiences, at natural moments of engagement,” said Jason Higgins, Co-founder and CEO of OpenGlass. “OpenGlass is proud to partner with Plex and Frequency to make these unique advertising experiences available at programmatic scale, through the leading DSPs that today’s buyers already run their CTV budgets through. The result is an entirely new opportunity to expand a buyer’s CTV impact”
“The real opportunity with In-Scene advertising is not simply finding more places to put ads, but also identifying the right moments to create advertising experiences that work with the content rather than interrupt it,” said James Smith, General Manager, Frequency Ads. “Because Frequency’s video introspection AI is built into the same workflow that creates the stream, we can understand the programming at source and identify suitable advertising opportunities before the ad decision is made. This stream-native ad signal gives publishers a far simpler and more scalable way to create incremental content relevant inventory while preserving the viewing experience.”
