PROGRAMMATIC

SSP / DSP / DMP

PERSONALIZE TV WITH DYNAMIC AD INSERTION

 

In today’s market, broadcasters, operators and online publishers are dealing with numerous challenges when it comes to content monetization. As owners distribute their content online, they will reach a wide and diverse audience that is geographically spread. This introduces the challenge of ensuring that the displayed advertisements are still relevant for each individual viewer. 

Online 22% of ad revenue was lost due to ad-blocking and the number of ad-block installations is certainly still increasing.

With dynamic ad insertion, targeted ads are swapped in and out of the content as it is delivered to the viewer. These advertisements are injected in the stream in a frame-accurate manner, giving viewers the television ad experience they are used to. When comparing with VAST client-side ad insertion, dynamic ad insertion will not hamper viewer experience with buffering or delays. What viewers experience will be similar to TV ads: smooth and seamless transitions between content and frame accurately inserted ad blocks.

 

In linear environments, ads are frequently broadcast broadly to audiences, diluting the value of ad placements due to the lack of effective targeting.  In addition, advertising management campaigns and processes between linear and nonlinear/online businesses are often uncoordinated and duplicative, resulting in disgruntled advertisers.

Benefits:

  • Personalization And Targeting: In online broadcasting, viewers can be spread across various countries and demographics can vary greatly. Dynamic ad insertion gives broadcasters the possibility to individualize their streams, seamlessly delivering tailored ads that are maximally relevant to the individual viewer’s location, demographic and interest.
  • Ad-blocking Solution: By using dynamic ad insertion, the ads become part of the stream and can be encoded with the same parameters. In doing so, they cannot be removed easily by any ad blockers because the ad is now part of the content itself. Server-side ad replacement has become a crucial tool for broadcasters in monetizing their online channels.
  • Seamless Ad Experience On Every Device: In comparison to TV, where the media-format is clearly defined, in online broadcasting, the media format varies greatly depending on the viewer’s device and available bandwidth. If video content providers want to reach their whole audience, they need to deliver their content in a wide variety of resolutions and bitrates and ensure that their ads are delivered in the same format. When using dynamic ad insertion, both content and ad can be delivered in an adaptive format that is optimal for the viewer’s screen.
  • Never stale and always billable, while eliminating repetition: For example, ads in time-shifted consumer applications such as DVR are often run after expiration, resulting in no payment from advertisers. In other streaming environments, ads can be repetitive and stale, devaluing the content. Many ads are played out based on predefined playlists, rather than dynamically chosen to ensure placement of the best ad for a particular time slot or content type.

 

HOW IT WORKS (DYNAMIC AD INSERTION)

  • AdSplicer detects ad markers in the content requested by the client. 
  • Prior to delivering the content, the software sends a request to Ad Decision Servers to fetch the ad to be inserted or replaced in the requested content. Compatible with any VAST compatible ad decision server.
  • New ads are detected and Transcoded using Creative Repackaging service
  • Ads are stitched into the content on the server-side using AdSplicer.
  • Statistics and logs (for ad stitching) are collected and sent to Ad Decision Server using IAB compliant ad impression and ad progress tracking beacons

 

 

Broadcaster:

 

Cable operator / IPTV / OTT provider: