What is Server-Side Ad Insertion?
Server-side Ad insertion (SSAI) is a technology that inserts ads into video content on the server-side before presenting it to the clients. SSAI may also be called dynamic ad insertion or ad stitching.
SSAI allows for a seamless transition between content and ads and can help bypass ad blockers and reduce revenue loss. SSAI is mainly used in OTT and CTV videos for Ad-insertion.
How does SSAI work?
SSAI works by stitching the video content and ads into a single stream, independent of a web page or app, and removing the ad request and ad response process from the SDK. This reduces the likelihood of client-side errors and produces a TV-like experience without latency or buffering between content and ads.
With SSAI, you can target individual ads for live linear and video-on-demand programming, obtain multi-screen reach with broad device support, and take advantage of programmatic monetization across all devices with Ad Exchange for Video.
SSAI requires a highly scalable origination service that can create millions of individually tailored manifests of content and advertising for live-streamed events.
The cloud is uniquely well suited to creating these manifests, as it can spin up instances of video processing as needed and cope with fluctuations in demand.
What are the benefits of SSAI?
SSAI offers several benefits for broadcasters, video content providers, advertisers, and viewers. Some of these benefits are:
- Ad personalization: SSAI can match the interests of individual consumers with ads and deliver them in a non-disruptive way. Ad personalization reduces the consumer desire to employ ad blockers and creates a mutually beneficial streaming experience for video providers and audiences. Beyond the relevance of topical interests, ad personalization can also connect with individual viewers in emotionally relevant ways, sparking changes in thinking and purchasing.
- Ad blocking prevention: SSAI can help bypass ad blockers and reduce revenue loss by stitching the ads into the content stream on the server side. This makes it harder for ad blockers to detect and block the ads, as they appear as part of the content. SSAI also eliminates the need for third-party scripts or plugins that advertising blockers can block.
- Improved user experience: SSAI can improve the user experience by providing a seamless transition between content and ads without latency or buffering. SSAI also reduces the likelihood of client-side errors that can disrupt the playback or cause ad-skipping. SSAI can deliver a consistent TV-like experience across different devices and platforms https://newormedia.com/blog/server-side-ad-insertion/.
- Increased reach and monetization: SSAI can increase the reach and monetization of video content by enabling cross-device delivery and programmatic selling of ads. SSAI can support various ad standards (VAST, MAP), ad servers, origin servers, and player environments, making integrating with different partners and platforms easier. SSAI can also leverage Ad Exchange for Video to access premium demand sources and optimize ad revenue across all devices.
Conclusion
SSAI is a technology that inserts ads into video content on the server side before presenting it to the clients. It offers several benefits, such as ad personalization, ad blocking prevention, improved user experience, increased reach and monetization. SSAI is mainly used in OTT and CTV videos, where it can deliver a consistent TV-like experience across different devices and platforms.