Innovid CEO Zvika Netter has spent the last six years trying to help agencies make video ads interactive. Now he claims most video ads in that category pass through Innovid<\/a>‘s systems – but the next challenge is looming.<\/p>\n “Eighty percent of the interactive video being served \u2026 is run through our servers\u2026 used by our tool, iRoll<\/a>, which stands for\u00a0interactive pre-roll,” Netter tells Beet.TV in this video interview. The outfit helps agencies jazz up their pre-roll ads for user engagement and passes them on to big video destinations like YouTube and Hulu.<\/p>\n “Once we established the concept of interactivity within video, which is becoming standard today, we were looking for where is next frontier. Obviously, its multi-screen.”<\/p>\n Netter tells us making video ads interactive for the web is one thing – but ensuring engaging video ads can work across the booming plethora of devices at scale is tricky. “This is becoming very, very fragmented … it’s a lot of execution issues.”<\/p>\n