"During this inaugural tournament, Sony LIV delivered personalized advertisements at scale to a peak of over 10 million concurrent viewers, serving billions of ads across 19 matches. Delivering personalized ad experiences during large-scale live sports streaming requires a highly resilient, latency optimized server-side ad insertion (SSAI) architecture and SPNI achieved it by leveraging AWS Elemental MediaTailor integrated with Google Ad Manager (GAM) as the Ad Decision Server (ADS) in a multi-CDN environment including Amazon CloudFront, maintaining viewer experience and ad delivery at scale throughout the tournament."
"The AWS Unified Operations for Media team supported SPNI throughout this journey, working alongside the media specialist team in India. The team worked as an extension of SPNI's technical team, providing strategic architectural guidance, conducting workflow reviews, coordinating cross-team integrations with partners such as Akamai and GAM, and delivering real-time support during live streaming."
"Live sports broadcasts present one of the most complex streaming environments like high concurrency, unpredictable viewership spikes, and the need for flawless ad transitions. For this cricket tournament, SPNI wanted to deliver personalized ads in real time for every viewer based on device types, languages and other Ad campaign criteria while maintaining broadcast-grade reliability and minimal-latency during live play."
Sony Pictures Network India operates Sony LIV, a leading OTT streaming platform in India offering original content, acquired shows, films, and live sporting events. SPNI secured ACC media rights from 2025 to 2031, with Asia Cup Cricket 2025 marking their inaugural tournament. During the tournament, Sony LIV delivered personalized advertisements at scale to peak concurrent viewership exceeding 10 million viewers across 19 matches, serving billions of ads. This achievement required a highly resilient, latency-optimized server-side ad insertion architecture leveraging AWS Elemental MediaTailor integrated with Google Ad Manager as the Ad Decision Server within a multi-CDN environment including Amazon CloudFront. AWS Unified Operations for Media team provided strategic architectural guidance, workflow reviews, cross-team integration coordination, and real-time support throughout the tournament.
#ott-streaming #live-sports-broadcasting #server-side-ad-insertion #cloud-infrastructure #personalized-advertising
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