What Inthegame does

Inthegame (legally Synced Apps Technologies Ltd., DBA "ITG") is an Israel-based technology company founded in 2017 that builds a no-code interactive overlay platform for Connected TV (CTV) and OTT streaming. The core platform combines proprietary object-based rich media rendering with Server-Guided Ad Insertion (SGAI) that uses SCTE-35 markers and VAST-compatible ad calls to deliver non-intrusive, in-content ad formats — Double Box/split-screen, Shoppable, Pause, L-Band, Overlay, Squeeze Back, Animation, and Interactive — across 15+ CTV devices including Roku, Amazon Fire TV, Apple TV, Samsung, LG, Hisense, VIZIO, and Android TV. The company holds granted patents on its MediaConverter transcoding technology and interactive overlay rendering methods, and supports the platform with a no-code creative studio (ITG Editor), Campaign Management, Shopping Engine (Shopify/Amazon integrations), Analytics, Gamification, Smart Targeting, and a proprietary StorKET server-client communication layer.

The company's business model combines technology licensing (SDK integration into streaming platforms and CTV OEMs), interactive ad unit monetization (with reported 30-40% higher CPMs through direct sales), and programmatic ad revenue through integrations with SSPs (Magnite, Pubmatic, Kargo, Nexxen, Verve) and DSPs (Google Ad Manager, FreeWheel, SpotX, Xandr). GTM is enterprise field sales targeting broadcasters, streaming platforms, content owners, brands, and sports rights holders; named customers include DIRECTV, FloSports, Sky Brasil, Keshet 12, FilmRise, TV Azteca, Pixellot, and Future Today. The company is privately held, headquartered in Tel Aviv with offices in London and Philadelphia, has 11-50 employees, has raised approximately $6.29M across five disclosed funding rounds (largest: $5.1M in September 2022 led by iGaming Ideas), and discloses no revenue. Leadership includes co-founders Aviram Sharon (CEO) and Itai Arbel (CTO), CSO Yaron Kottler (former COO of Qualitest, $400M exit), and Strategic Development lead Zane Vella (former CEO of Watchwith, acquired by Comcast). The legal entity is GDPR- and CCPA-compliant.

Name

Inthegame

Legal name

Synced Apps Technologies Ltd.

Website

https://inthegame.io

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Inthegame (Synced Apps Technologies Ltd.) provides a no-code interactive overlay platform for Connected TV, enabling streaming platforms and broadcasters to deliver non-intrusive in-content advertising (split-screen, shoppable, pause, L-Band ads) across 15+ CTV devices via proprietary SGAI and MediaConverter technology.

Ownership category

akta.pro rank

Product category

CTV Advertising Technology

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Broadcasting and Content Providers (516)

SIC

Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG)

akta.pro secondary industries

Ad Insertion & Monetization (SCTE-35, DAI/SSAI) (MPAHAKAH), Partner Integrations & Distribution (App Stores, Channels, OEM/Carrier Bundles) (MPAHAJAO)

Keywords

• CTV advertising technology
• Interactive overlay ads
• Server-guided ad insertion
• Connected TV monetization
• Shoppable streaming ads

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Technology Licensing: ITG licenses its interactive advertising technology to streaming platforms and broadcasters, providing SDK integration and ongoing platform access for ad serving capabilities
2. Interactive Ad Unit Monetization: Revenue generated from delivering various in-content ad formats including Double Box, Shoppable, L-Band, Pause Ads, and Overlay ads that appear alongside content
3. Programmatic Ad Revenue: ITG operates as both technology enabler and demand partner, combining direct brand relationships with programmatic integrations across SSPs and DSPs for pause ads and other interactive formats

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Inthegame (ITG) provides a no-code interactive overlay platform for Connected TV (CTV) that enables non-intrusive in-content advertising across all streaming platforms and devices. The platform combines proprietary SGAI (Server-Guided Ad Insertion) technology with multiple ad formats including Double Box/Split Screen, Shoppable, Pause, L-Band, Overlay, Interactive, Squeeze Back, and Animation ads, integrated with AWS Elemental MediaTailor for dynamic ad insertion. The company licenses its SDK and technology to streaming platforms, broadcasters, and brands while also monetizing ad inventory through programmatic and direct demand channels.

Product overview

Inthegame (ITG) offers a no-code interactive overlay platform for Connected TV (CTV) that enables non-intrusive in-content advertising across all streaming platforms and devices. The core platform combines proprietary object-based rich media rendering technology with SGAI (Server-Guided Ad Insertion) for intelligent ad delivery. The portfolio includes diverse ad formats: Double Box/Split Screen Ads (patented picture-in-picture technology), Shoppable Ads (e-commerce integration with Amazon/Shopify), Pause Ads, L-Band Ads, Interactive Ads, Overlay Ads, Squeeze Back Ads, and Animation Ads. Supporting modules include ITG Creative Studio (drag-and-drop campaign design), ITG Campaign Management (targeting, capping, and reporting), ITG Shopping Engine (e-commerce integration), ITG Analytics (data insights), ITG Gamification (engagement mechanics), ITG Smart Targeting (audience segmentation), and StorKET Technology (server-client communication). The platform integrates with AWS Elemental MediaTailor for dynamic ad insertion and major programmatic platforms including Google Ad Manager, FreeWheel, SpotX, Xandr, and SSPs like Magnite and Pubmatic.

Differentiator

Problem solved

Functional benefit

Products and services

• ITG Interactive Overlay Platform No-code interactive overlay platform enabling non-intrusive in-content advertising across all CTV platforms and devices, featuring proprietary object-based rich media rendering technology. Sold to enterprise streaming platforms, broadcasters, and brands.
• SGAI (Server-Guided Ad Insertion) Hybrid advertising technology combining server-side and client-side capabilities for intelligent ad insertion through SCTE-35 markers, enabling personalized in-content ads with instant contextual placement and no latency in live content. Sold to streaming platforms and broadcasters.
• ITG Creative Studio No-code drag-and-drop interface for creating interactive CTV experiences with template library, frame-accurate animation control, and support for video integration, custom typography, QR codes, and interactive elements. Used by advertisers, agencies, and broadcasters to design interactive campaigns.
• ITG Campaign Management Campaign orchestration and reporting solution enabling targeted, capped, and measured ad experiences with robust integrated analytics and external reporting tool connectivity for streaming platforms and advertisers.
• Double Box / Split Screen Ads Proprietary picture-in-picture technology maintaining content visibility while delivering high-impact ad units, exclusive to ITG's SGAI technology with patented MediaConverter for seamless CTV deployment. Targets streaming platforms and advertisers seeking non-intrusive in-content ad units.
• Shoppable Ads In-content interactive advertising enabling viewers to hover over products, view details, compare prices, and make purchases directly through the streaming interface with Amazon, Shopify, or custom storefront integration. Used by brands, agencies, and retailers for direct commerce from CTV inventory.
• Programmatic Pause Ads Full-screen takeover or overlay ad units that appear when viewers intentionally pause content, monetizing idle moments with high-attention advertising opportunities without adding ad load. Distributed through programmatic channels (Magnite, Pubmatic, Kargo, Nexxen, Verve).
• L-Band Ads Non-intrusive horizontal strip advertising appearing along the lower portion of the CTV screen during regular programming, supporting dynamic content, scrolling text, images, and interactive elements. Used by streaming platforms and brands for persistent in-content messaging.

Quantifiable outcome

• 3.8x higher attention rates than traditional TV ads
• +5 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability10 records

Feature7 records

Partnerships

13 partnerships are on record, tiered core and minor.

• AWS (Amazon Web Services)coreTechnology or Integration · 1 September 2024ITG and AWS Elemental MediaTailor collaborated to develop a cutting-edge SGAI solution for advanced ad insertion technology. The joint solution enables non-intrusive ad formats including squeeze-backs, frame ads, split-screen ads, overlays, shoppable ads, and pause ads, served across diverse CTV devices. Demonstrated at IBC 2024.
• Future Today Inc.coreStrategic or Co-development PartnerPartnership for pause ad technology and creative execution. Future Today partnered with ITG and Kargo to deliver premium CTV pause ads with enhanced creative capabilities.
• MagnitecoreChannel Partner/ Reseller/ DistributorLeading SSP that has invested in pause advertising space, enabling ITG-powered pause ad inventory to be accessible through programmatic channels.
• PubmaticcoreChannel Partner/ Reseller/ DistributorSSP partner scaling pause advertising campaigns across CTV, first to partner with Pubmatic for pause ad technology.
• KargocoreChannel Partner/ Reseller/ DistributorSSP partner elevating CTV pause ads with premium creative and enhanced capabilities in partnership with Future Today using ITG technology.
• NexxenminorChannel Partner/ Reseller/ DistributorSSP partner investing in programmatic pause advertising capabilities.
• VerveminorChannel Partner/ Reseller/ DistributorSSP partner developing pause advertising inventory for programmatic monetization.
• ShopifycoreTechnology or IntegrationE-commerce platform integration enabling in-stream shopping experiences, allowing viewers to purchase products directly through ITG-powered shoppable ads.
• AmazoncoreTechnology or IntegrationAmazon shopping integration for shoppable CTV advertising, enabling direct product purchases from Amazon within interactive ad experiences.
• Google Ad ManagercoreTechnology or IntegrationProgrammatic advertising platform supporting split-screen and other in-content ad formats through VAST responses.
• XandrcoreTechnology or IntegrationProgrammatic advertising platform (now part of Microsoft) for programmatic split-screen ad delivery.
• FreeWheelcoreTechnology or IntegrationCTV programmatic platform supporting split-screen advertising and direct/programmatic demand.
• SpotXcoreTechnology or IntegrationProgrammatic video advertising platform for CTV split-screen ad delivery and demand optimization.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pubmatic: Independent SSP with strong CTV focus and an early pause-ad partnership with ITG; comparable as a programmatic CTV monetization platform serving streaming publishers.
• Innovid: Independent CTV ad-tech company providing ad serving, measurement, and interactive creative tools across CTV platforms — directly comparable to ITG's interactive overlay and SGAI offering for the same streaming platform and broadcaster customers.
• Magnite: Leading CTV-focused SSP formed via the SpotX merger; operates in CTV ad delivery and has invested in pause advertising, directly competing with ITG's programmatic pause ad inventory channel.
• FreeWheel: Comcast-owned CTV ad management and programmatic platform supporting split-screen and other in-content ad formats — competes directly with ITG for broadcaster and streaming platform ad-serving contracts.
• SpotX (Magnite): CTV-focused video SSP now part of Magnite; supports CTV split-screen and in-content ad delivery, overlapping with ITG's programmatic demand partnerships.
• Kargo: Premium CTV creative and ad-tech partner collaborating with ITG on pause ad capabilities — competing in the same premium CTV creative/inventory overlap with Future Today and other streaming publishers.

Emerging players

• TripleLift: Ad-tech company expanding into CTV with native ad formats; overlapping with ITG's in-content ad product offering for streaming publishers.
• MediaMath: Demand-side programmatic platform with CTV capabilities; comparable as a digital ad-tech infrastructure player serving similar enterprise advertiser and broadcaster customers.

Broad incumbents

• Google Ad Manager: Dominant programmatic ad server supporting VAST-based CTV in-content formats; provides the underlying programmatic demand that ITG integrates with and competes against at the platform layer.
• Roku (Roku Advertising): CTV platform OEM with first-party ad framework; one of ITG's 15+ integrated CTV platforms but also a potential disintermediation risk as Roku builds more native ad capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@inthegame6194
• Facebookfacebook.com/inthegame.io
• LinkedInlinkedin.com/company/inthegame-io
• Xx.com/inthegameapp

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds5 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Inthegame