Connected TV is no longer just about repurposing linear ads for a digital screen. The ad experience is evolving, and surprisingly, it’s the sell side pushing some of the most interesting innovations forward.

We shouldn's just be doing standard pre-rolls anymore. Publishers and SSPs are leaning into formats that combine interactivity, commerce, and smarter user engagement—raising the bar for what streaming ads can look like.

Here are a few CTV ad units gaining traction in 2025:

• Shoppable Ads: Letting viewers browse and buy products directly from the screen via QR codes or remote control.
• Pause Ads: Non-intrusive, high-visibility ads that appear when the viewer hits pause—ideal for brand-safe environments.
• Interactive Overlays: Clickable elements like “Learn More” or “Shop Now” layered over content, making the ad experience feel more native and engaging.
• Gamified Formats: Light, remote-controlled experiences like polls or quizzes that give viewers something to do while interacting with a brand.

- Sam Khoury