Transmit joins Google Ad Manager program to scale in-stream ad inventory

This partnership formalizes the shift from experimental overlay ads to standardized programmatic inventory within the Google ecosystem. By integrating Transmit’s 'in-moment' SSAI technology directly into Google Ad Manager, publishers can bypass the technical friction of manual ad-pod stitching for non-interruptive formats. This move addresses the industry-wide pressure to increase ad frequency in live sports and premium VOD without triggering viewer churn from excessive commercial breaks. As streaming platforms look to optimize yield, the ability to transact these sophisticated formats through existing programmatic pipes is essential for inventory liquidity. Watch for a rise in the volume of programmatically traded 'squeeze' ads during live sporting events throughout the 2026 season.

The integration between Transmit and Google arrives as the industry aggressively pivots toward non-interruptive monetization to support expensive sports rights. Per Streaming Media (October 2025), live sports now account for 30% of all streaming viewership, prompting a surge in 'virtual ads' and overlays that allow brands to remain visible during gameplay. This demand is reflected in global spending projections; per WARC (June 2026), worldwide ad investment is on track to reach $1.27 trillion in 2026, with the majority of new growth funneling through digital programmatic pipes like those managed by Google.

Simultaneous with its Google partnership, Transmit has expanded its footprint through other strategic alliances in the 2026 calendar year. Per EIN Presswire (June 2026), Transmit recently partnered with Wurl to launch a 'zero-lift' commercial layer specifically for live sports on FAST platforms. This initiative targets sports leagues and digital publishers that lack the internal engineering resources to implement complex SSAI workflows. By utilizing Transmit's 'MomentAI' engine, these publishers can automatically detect high-impact events — such as goals or touchdowns — and trigger synchronized ad placements in real time.

Technical standards are also evolving to support this complexity. Per StreamLayer (February 2026), the market is beginning to explore Server-Guided Ad Insertion (SGAI), a hybrid approach used by Disney+ to resolve the latency issues often associated with traditional SSAI. While Transmit remains focused on SSAI-driven picture-in-picture formats, the inclusion in Google’s program ensures its tech stack remains compatible with the rigorous measurement and delivery requirements of the world’s largest ad serving platform.