Server-Guided Ad Insertion (SGAI) is an advanced ad-insertion technology that combines elements of both Client-Side Ad Insertion (CSAI) and Server-Side Ad Insertion (SSAI). In SGAI, the server signals the ad break while the client-side video player handles insertion. This approach allows for seamless transitions and more personalized and non-intrusive ad experiences, benefiting both advertisers and viewers.
Advertising is a tried-and-true way for streaming services to generate revenue. According to Statista, OTT TV and video revenue was 74 billion dollars in the United States in 2023. While SVOD will likely remain the largest segment, ad-supported streaming will show the highest growth rate.
What is Server-Guided Ad Insertion (SGAI)?
Server-Guided Ad Insertion is an advanced ad-insertion technology where the player and ad server dynamically guide which ads to insert based on real-time viewer data and context. The server signals the ad breaks while the client-side video player handles the personalization, ad insertion, and beaconing.
- Manifest creation: The server generates a manifest with SCTE-35 markers outlining where and when ad breaks occur.
- Ad request: When the viewer reaches an ad break, their device sends a personalized request to the ad server using targeting data.
- Ad playback: The device handles ad insertion and playback, ensuring the advertisement and main content flow seamlessly without delays.
SGAI vs. SSAI vs. CSAI
Client-Side Ad Insertion (CSAI) involves inserting ads into the main content stream on the client side. Easy to get started, but highly susceptible to ad-blockers and difficult to implement consistently across platforms.
Server-Side Ad Insertion (SSAI), also known as 'ad stitching', integrates ads into the video stream on the server's side prior to delivery, making it more resilient to ad blockers. However, it is challenging at scale and offers limited targeting.
Benefits of Server-Guided Ad Insertion
- Simplicity with no long manifests or DVR window limitations.
- Unmatched scalability — no central stitcher that could impact all viewer sessions.
- Guaranteed ad delivery — the player only requests inventory when the ad break will actually be played.
- Enhanced analytics — complete information on viewer, device, and playback session.
- Real-time flexibility and low latency — no need to perform ad-decisioning calls ahead of time.
- Cost-effective — higher fill rates and rendering rates.
Dolby's Server-Guided Ad Insertion Solution
With Dolby's SGAI offered by MwareTV — fully integrated within the TVMS — we now offer a revolutionary advertising solution for both live and VOD content. The server dynamically manages and executes ad placements within your content, ensuring optimal timing and seamless integration. Dolby OptiView SGAI delivers an average 76% uplift in eCPM and a 132% increase in fill rate compared to traditional SSAI.
