SAN JUAN — It recently became the first vendor to gain accreditation<\/a> from the Media Ratings Council (MRC)\u00a0for video ad measurement in a connected TV environment. But what if the future of connected TV was one with fewer<\/em> advertisements?<\/p>\n 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.<\/p>\n “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.<\/p>\n “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.<\/p>\n “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.”<\/p>\n