"For some ad buyers and sellers, being able to run targeted ads in live sports is the holy grail. But like the actual holy grail, that's proved elusive. There are just too many technical risks to speed through all the processing needed to pick out which specific ad to show to a particular viewer without delaying a game's stream to the point that the viewer ends up getting a notification about the game's final score midway through the fourth quarter."
"Or I should say there were too many technical risks. A newish method for inserting ads into streaming video on the fly - server-guided ad insertion - aims to make targeted ads in live programming much more stable. WTF is server-guided ad insertion? Server-guided ad insertion is a way to insert ads into streaming video on the fly while minimizing the need for a video feed to buffer to load the ads."
Server-guided ad insertion (SGAI) inserts ads into streaming video on the fly while minimizing buffering needs. Live sports advertisers seek targeted ad delivery but face technical risks from real-time ad selection causing stream delays. Client-side ad insertion delivers ads separately, enabling flexible, momentary ad choices but increasing the risk of delays or cutoffs. Server-side ad insertion stitches ads into the stream, reducing latency but limiting real-time control. SGAI combines client-side flexibility with server-side low latency to enable targeted ads in live programming with greater stability. The approach reduces buffering while allowing more precise ad targeting during live events.
Read at Digiday
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