As streaming continues to replace traditional television, Connected TV (CTV) platforms are evolving to offer more structured and engaging ad experiences. One key format that has emerged is the adpod—a group of advertisements served together during a commercial break on a streaming service or TV app.
Ad pods are similar in structure to what we’ve seen on traditional linear TV. Think of them as the digital version of a commercial break, where multiple ads play back-to-back. But in a CTV environment, ad pods come with more flexibility, better targeting, and the potential for richer viewer experiences.
Each adpod typically includes a sequence of ads delivered within a single ad break. These may be from different brands or campaigns, but the goal is to group them logically—based on length, category, or target audience—to ensure a smooth and relevant experience for the viewer. For example, a CTV platform might serve a three-ad pod made up of a 15-second brand ad, a 30-second product-focused spot, and a 15-second retail promotion—all within the same session.
What makes CTV ad pods especially useful is the ability to incorporate advanced features. Some platforms allow for interactive ads within the pod, giving viewers the option to learn more about a product or take a follow-up action using their remote. Others allow for dynamic sequencing, where ads are delivered in a specific order to tell a story or build brand messaging over multiple impressions.
AdPods also help improve campaign effectiveness. Since they allow multiple impressions to be delivered within a single viewing session, they can increase the chances of ad recall and engagement. For advertisers, this means greater exposure without having to rely on viewers to return for another session. For publishers and platforms, it’s an efficient way to monetize premium content without interrupting the viewing experience too frequently.
Adpods can also be optimized by region or audience type. A streaming service might configure adpods differently for viewers in Los Angeles versus those in Chicago, or tailor the mix of ads based on known viewer interests and behavior. This level of customization gives advertisers more control and improves the overall relevance of the content delivered.
In addition to improving efficiency, adpods also help solve for technical issues like competitive separation—ensuring that two direct competitors don’t appear back-to-back within the same break. This kind of control is important for brand safety and ad effectiveness, and it’s something that CTV platforms are increasingly prioritizing.
As more viewers shift to ad-supported streaming, ad pods will continue to be a core part of the CTV advertising experience. They offer the structure of linear TV with the flexibility of digital, allowing for better targeting, richer storytelling, and smarter delivery—all within a format viewers are already familiar with.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech