Server-Side Ad Insertion (SSAI) is an advertising technology used by Streaming TV, FAST (Free Ad-Supported Streaming TV) channels and Connected TV (CTV) platforms to insert advertisements directly into a video stream before it reaches the viewer’s device. Rather than relying on the television, streaming application or playback device to load advertisements separately, SSAI combines the original television content with advertising into a continuous video stream. This creates a traditional broadcast-style viewing experience, where adverts appear naturally between programmes and during scheduled commercial breaks, without the viewer experiencing separate ad-loading screens or interruptions.
In a typical FAST Channel environment, SSAI works by connecting a broadcaster’s video stream to an advertising decisioning system or ad server. When a scheduled advertising break approaches, the system identifies the available advertising opportunity and requests suitable advertisements based on campaign requirements, audience characteristics, geographical location, device information and available targeting data. The advertising server selects the appropriate VAST-compatible creative, and the SSAI platform stitches the advertising video into the original content stream. The viewer receives a single continuous HLS or DASH stream containing both programming and advertisements. SSAI can also support real-time reporting, impression tracking, campaign measurement and advertising verification, depending on the implementation.
For FAST Channel owners and CTV broadcasters, SSAI is an important part of monetisation because it enables advertising to be delivered across different television manufacturers, operating systems, streaming applications and devices. However, traditional SSAI infrastructure can introduce additional technology costs, revenue-sharing arrangements and multiple intermediaries between the advertiser and the content owner. View TV believes the industry needs to rethink this approach through Next Generation FAST, where advertising technology and SSAI should be funded by the advertiser as part of the advertising campaign, rather than becoming an additional cost deducted from broadcaster revenues. Content owners and platforms should be able to concentrate on programming, audiences and distribution, paying for essential services such as cloud playout and CDN delivery.
View TV provides SSAI and CTV advertising infrastructure through View TV Cloud, supporting FAST Channel distribution, AVOD monetisation, advertising insertion and real-time reporting. By combining cloud-based video delivery, advertising technology, AI-driven campaign matching and audience data, View TV is working towards a more direct advertising ecosystem that connects advertisers with content, channels and audiences without unnecessary technology gatekeepers. The objective is simple: make professional-grade SSAI accessible to broadcasters and studios while allowing content owners to retain greater control over their channels, advertising inventory and commercial destiny.
