Livad Technologies Launches Virtual Product Placements for Livestream Creators

Livad Technologies has launched a new advertising tool that lets creators place three-dimensional virtual products directly into their livestreamed content. The company announced Virtual Product Placements during a presentation by CEO Arda Genç at IAB Playfronts, the Interactive Advertising Bureau's gaming-focused conference in New York City on September 17.

The product works across Twitch, Kick, YouTube Live, and TikTok Live. Unlike simple overlays, Livad's technology analyzes a creator's video to detect spatial relationships between objects in the scene and determine optimal placement positions. The system adjusts the lighting of 3D objects in real time to match the streamer's physical environment.

Livad creates 3D assets by converting two-dimensional images from clients into 3D renders using Blender. The company can detect features like a streamer's desk and place products contextually, or position them naturally when physical anchors aren't available.

Genç said in an interview that Livad is currently in discussions with potential clients but has not yet deployed virtual product placements in a live campaign. He described the tool as an evolution of the company's existing livestreaming ad formats, such as sidebar advertisements.

Although gaming dominates livestreaming, Genç emphasized that the product targets creators across all content categories, including lifestyle and beauty. While integrating 3D products into game environments is technically possible, Livad is not prioritizing this approach. The company is positioning itself across all live content as the sector continues to grow.

Virtual product placements gain additional value through short-form video clips extracted from longer streams. These placements remain visible when clips are shared across platforms, allowing creators to monetize content beyond live moments. Genç highlighted TikTok integration as a key use case, where vertically formatted clips with embedded products can generate revenue through the platform.