This demonstration features non-intrusive ad formats (overlays) rendered on the client-side for live squeeze-backs/frame ads, split-screen ads, ad overlays, shoppable ads, pause ads and more with InTheGame’s client SDKs in concert with an Ad Decision Server (ADS), and AWS Elemental MediaTailor server-side ad insertion (SSAI) for pass-through signaling to the player to render non-linear overlays. These advanced ad formats appear at the same time as the primary content, allowing continuity of viewership as opposed to existing pre-roll and mid-roll ad formats that take the viewer away from their content. Overlay advertising can be served across a range of devices, including those without native overlay ad support (based on the device’s capability), such as Roku, Amazon FireTV, Apple TV, Samsung, LG, Hisense, Mobile and Web devices.