As Connected TV (CTV) matures into one of digital advertising’s most promising battlegrounds, a new partnership is making the space a lot more clickable—and a lot less passive.
Adform, the omnichannel DSP built for performance and control, has teamed up with creative platform Airtory to supercharge CTV ad engagement. The goal? To move beyond standard video spots and inject interactivity, creativity, and measurable action into the living room screen.
Through this integration, advertisers gain direct access to Airtory’s suite of Social Display CTV and Interactive CTV formats—think gamified ads, carousels, interactive videos, and even shoppable content. All of this can now be launched and optimized directly through Adform’s global DSP, without leaving the platform.
With global CTV ad spend expected to hit £34B ($46B) by 2026, the move couldn’t be better timed.
From Passive to Playable
The problem with traditional CTV? It’s often treated like a digital version of linear TV—one-way, unclickable, and forgettable. Airtory flips the script with formats that invite users to engage, swipe, click, and buy—all from their remote.
These aren’t gimmicks, either. Interactive CTV has shown significant lifts in brand recall, time spent, and conversions compared to static video. And Airtory makes execution straightforward: drag-and-drop tools, live previews, reusable templates, and rich media assets are all packed into its user-friendly creative suite.
Efficiency Meets Innovation
For agencies and brands juggling multiple screens, Adform’s end-to-end DSP eliminates the silo problem. Marketers can plan, activate, and optimize their CTV strategy alongside other digital channels—from display and video to native and mobile—all within a single, unified workflow.
“CTV is evolving beyond passive viewing,” said William Jones, Adform’s Senior Director of Advanced TV and Omnichannel Activation. “There’s a real opportunity to bridge the gap between creative and performance on the biggest screen in the home.”
Craig Mytton, Chief Revenue Officer at Airtory, added: “We want to make bold, high-impact CTV creative accessible to every brand. This partnership does exactly that.”
Why It Matters
CTV has long promised the best of both worlds: the reach of traditional TV with the precision of digital. But until now, the creative side often lagged behind the tech stack. With Adform and Airtory joining forces, brands finally get a chance to elevate their CTV presence without compromising on measurement, scale, or usability.
This is also a clear signal that CTV is no longer just about impressions—it’s about interaction. And as attention becomes the currency of digital advertising, the brands that make the leap from passive to playable will have a serious edge.
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