SANTA BARBARA, CA — From super personalization to in-ad ecommerce opportunities, connected and interactive TV platforms offer so many possibilities to target, reach and engage specific viewers in new ways.

But building ads like this has traditionally been hard. With so many fragments to assemble and new skills to learn, it’s no wonder that so much ad creation for connected TV is still outsourced.

But now Innovid, a tech company that has been working in the field for years, has taken a step forward to empowering more people to make the ads.

Innovid just launched OTT Composer, a software suite that lets brands, agencies and publishers design creatives for connected TV on a self-serve basis.

“There was absolutely no-one that did that for television,” says Innovid CTO Tal Chalozin in this video interview with Beet.TV. We spent a long time building a tool that allows both brands and broadcasters to create interactive, personalised, data-driven ads of the living room.

OTT Composer supports ad creation for more than 25 devices, includes ad server integration and transcoding features, and even a nifty feature for Roku called TV Monster, essentially allowing users to preview their ads on Roku quickly, just as viewers would see them.

Chalozin says OTT Composer is being used by existing Innovid customers like Fox’s true[X] and Hulu.

The tool’s introduction comes as a time of growth and increasing solidity for the format.

Innovid just gained accreditation from the Media Ratings Council (MRC) for video ad measurement in a connected TV environment, which it says makes it the first vendor to have gained the designation. That means customers should be able to trust that the figures Innovid gives them on ad views should be reliable.

“The environment behaves very differently from desktop or web-based video,” Innovid’s Chalozin says. “There is an unbiased body that doesn’t have skin in the media game that can apply measurement that is very key for the transaction.”

Beet.TV interviewed Chalozin at the Xandr Relevance Conference.

This video is part of a series leading up to, and covering the Xandr Relevance Conference in Santa Barbara. For more videos from the series, please visit this page. This Beet.TV program is sponsored by Xandr, a unit of AT&T.