Internet-based Over-the-Top devices (OTT) and Connected TVs (CTV) are becoming increasingly widespread as consumers are cord-cutting from their cable providers. In addition, advertising dollars are shifting from television to streaming as advertisers embrace the flexibility of programmatic advertising. However, the current state of OTT advertising lacks the user interactivity and performance associated with web-based advertising. Presented here are my team's next-generation design proposals of ads within OTT application UIs and video content streams.