As Connected TV (CTV) advertising continues to grow, adtech company Huella is focusing on interactive advertising experiences that encourage viewers to engage with brands rather than passively watch ads.

Founded in December 2021, Huella is a creative adtech and media intelligence company that aims to improve advertising effectiveness through interactive and immersive formats across mobile, desktop and CTV platforms. As it approaches its fifth anniversary, the company is expanding into Southeast Asia, establishing its regional headquarters in Singapore and targeting markets such as Indonesia, Malaysia, Thailand, Vietnam and the Philippines.

Huella cites a 43% increase in open programmatic CTV spending in Southeast Asia compared with 2023. It also reports that 57% of Asia-Pacific marketers allocate at least 40% of their media budgets to CTV, highlighting the medium's growing importance.

According to co-founder and CEO Prrincey Roy, advertising technology has traditionally focused on audience targeting, data and media delivery, while creative engagement has received comparatively less attention. Huella aims to bridge this gap by creating advertising experiences that capture attention and encourage consumer participation.

One example is the company's CTV campaign for Bacardi Mixers, which ran from November 7, 2025, to January 5, 2026. The campaign combined video storytelling with an interactive carousel based on the brand's 'Bring Your Own Mix' proposition, allowing viewers to explore different aspects of the brand.

Huella believes interactive elements such as QR codes can help advertisers understand how viewers respond to campaigns beyond conventional metrics such as impressions, viewability and video completion rates. Third-party verification and brand-lift studies can further help assess campaign performance and brand recall.

The company has also expanded its business operations. According to Roy, Huella has grown from a four-member team to 40 employees, recorded 100% year-on-year growth and continued operating without external funding. It says it works with more than 300 brands, including Coca-Cola, Meta, BMW, LEGO and Mondelez.

In 2026, Huella launched its own ad server and identified upcoming products, including Newsroom AI and AIgnite, as part of its technology roadmap. The company is also planning a full-stack, self-serve platform.

With its Southeast Asian expansion, Huella aims to demonstrate how creative-led advertising technology can help brands improve engagement and extract greater value from their CTV investments.