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# ITG CEO pitches six CTV ad formats to shrink streaming ad breaks
- URL: https://www.medianexis.com/itg-ceo-pitches-six-ctv-ad-formats-to-shrink-streaming-ad-breaks/
- Published: 2026-11-02T15:21:16.000Z
- Updated: 2026-11-02T15:21:16.000Z
- Description: PPC Land’s Luis Rijo reports that InTheGame CEO Aviram Sharon, writing as a member perspective on IAB Tech Lab’s site, argues CTV publishers could shorten commercial breaks by shifting ads into six standardized formats like pause, overlay and squeezeback units.
- Author: The Signals Desk
- Tags: Streaming, Luis Rijo, InTheGame: CTV ad formats shorten ad breaks

**Why it matters.** Buyers evaluating these new CTV formats have no independent data on viewer response or revenue parity, only a vendor’s own claims.

*Signal from* [*ppc.land*](https://ppc.land/?ref=medianexis.com) *·* [*Luis Rijo*](https://www.medianexis.com/tag/by-luis-rijo/) *·* [*read the original*](https://ppc.land/inthegame-ceo-says-6-ctv-ad-formats-can-shorten-streaming-ad-breaks/?ref=medianexis.com)*.*