What's the best way to deliver commercial viewing experiences to viewers in the interactive TV age? The new platform opportunity is considerable, but could be squandered by overly aggressive or jarring messaging. The pair are collaborating to find the right recipe for the over-the-top viewing experience. "Not a lot of people are really thinking about the viewing experience," Innovid CTO Tal Chalozin tells Beet.TV in this video interview. "When you turned on the television, it just worked.