SAN JUAN — It recently became the first vendor to gain accreditation from the Media Ratings Council (MRC) for video ad measurement in a connected TV environment. But what if the future of connected TV was one with fewer advertisements?

In this video interview with Beet.TV, video ad-tech firm Innovid says it is working with publishers to explore exactly what the best ad experience really looks like.

“We’ve now moved into the publisher side on connected TV so that we can work with them to find much better solutions for consumers, and really reimagine what this entire ad system can be,” says Innovid president Beth-Ann Eason.

“With what’s happening right now with Netflix being an option, and consumers not having to necessarily see commercials, the expectation to be able to take care of her in that experience is much, much higher.

“We’ve partnered with brands from true[X], to Hulu, to Roku to really rethink what the entire consumer experience is. We’re doing a great deal of work in that area, and exploring what that future of television will be.”

Previously, analysis from nScreenMedia suggests US Netflix viewers, by substituting free viewing for SVOD, are missing 2bn ad views every day, totalling missing ad sales estimated at between $3bn and $6bn annually.

Suddenly, the boom in paid content coupled with diminishing patience for classical interruptive ad experiences is prompting a search for a better balance.

Fox-owned true[X]’s technology rewards viewers who elect to engage with an interactive ad with reduced ad load during a show.

And Innovid, whose technology allows for the creation of interactive ads, has been working with the company.

“Those (viewers) who chose a more immersive experience are more likely to actually buy the product that they saw within that immersive experience,” Eason says. “Another great example is to start to look at the number of ads and the interactivity in those environments.

“Brands who are embracing this type of format are looking to use first-party data or third party data, to make the ad much more interactive. Volvo, for example, might choose to be able to bring in content that they know about that consumer. But also to drive someone directly to a showroom, so that they can get an offer out to them.”

This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page.

The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.