The solution is available to OTT providers looking to commercialise their live streaming channels or expand beyond their current Client Side Ad Insertion solution.
Irdeto has launched a new server-side ad insertion system, designed to deliver targeted and personalised ads during live events and on linear channels.
The product claims to maximise addressable live ad inventory of OTT video while delivering a seamless viewing experience. It integrates with any existing ad server or existing CSAI solution, and has already been implemented by its first customer.
Irdeto said that its SSAI creates an individualised media stream for segments of viewers to get personalised and targeted advertisements and achieves this by modifying the original streaming manifest for each viewer. Each ad decision is determined by information and profile such as location and viewing history, and ads are added into the content stream before reaching the viewer’s playback device for a seamless experience. When an ad profile is detected by Irdeto SSAI, the selected ad is then added into the content stream before it reaches the viewer’s playback device.
Within Irdeto, SSAI is a tracking manager that monitors ads that are stitched into a stream. The tracking manager monitors aspects of the ad (e.g., impressions, errors and quartile completion) which will assist in identifying issues within the system and tracking campaigns through an integrated ad server.
Shane McCarthy, COO of Video Entertainment at Irdeto, said: “For decades advertising has been the backbone of live television. As consumer viewing behaviours rapidly shift towards streaming video platforms, it is only natural for us to seek new innovative solutions to empower our customers. We’re proud to be rolling out this new solution to provide a TV-like ad viewing experience on a video streaming platform which helps streaming services overcome the current challenges of latency, device fragmentation, and ad blocking of other ad insertion technologies. With this new solution, we empower streaming platforms to explore new revenue streams by maximising the value of their premium OTT ad inventory. Ultimately, it’s about listening to our customers and delivering solutions that can empower them.”