Server-side ad insertion (SSAI) is increasing in popularity as a way to streamline and improve the quality of ad delivery in over-the-top (OTT) video content.
Server-side ad insertion allows ads to be stitched into the video content on the server side before the content is delivered to the end user.
This results in a better user experience because ads are less likely to be blocked or skipped and eliminates the need for buffering.
In addition, Server-side ad insertion can provide more accurate ad tracking and measurement than client-side ad insertion (CSAI).
Therefore, server-side ad insertion is becoming the preferred ad delivery method for many OTT platforms and publishers.
The Rise Of Server-Side Ad Insertion for OTT
What is Server-Side Ad Insertion?
Server-side ad insertion is a process that inserts ads into content in real-time as the content is loading.
This is in contrast to pre-rolling ads inserted before the content starts playing.
Server-side ad insertion provides a better user experience since users are not forced to watch ads before the content they want to see starts playing.
In addition, Server-side ad insertion allows for more accurate ad targeting and measurement.
When ads are pre-rolled, tracking how many people see the ad is complex since they may leave the page before it finishes playing.
With Server-side ad insertion, platforms can track how many people start watching the content and insert the appropriate ad based on that information.
This allows for more accurate ad targeting and measurement at scale.
In the most basic sense, server-side ad insertion (SSAI) is a method of dynamically inserting ads into video streams on the server side. This means that the ads are not inserted into the video content itself; instead, they are stitched into the video stream as the viewer plays it back.
The Rise of Server-Side Ad Insertion
SSAI has become increasingly popular over the last few years as OTT platforms have begun to move away from pre-rolling ads.
According to a recent study, 62% of OTT platforms now use SSAI to insert ads into their content.
This number is expected to rise as more platforms move away from pre-rolling ads in the coming years.
What does this mean for OTT Platforms?
Server-side ad insertion provides a better user experience and allows for more accurate ad targeting and measurement.
These benefits are expected to increase as more platforms move away from pre-rolling ads and towards Server-side ad insertion.
For OTT platform owners, this means that now is the time to start using Server-side ad insertion to insert ads into your content.
Doing so will give you a competitive advantage and allow you to monetize your future content better.
How Server-Side Ad Insertion Works
Server-side ad insertion works by taking an ad request from an advertiser and matching it with the appropriate video content on the server.
The video content and the ad are then stitched together on the server before being delivered to the end user.
Server-side ad insertion has several benefits over Client-side ad insertion, which inserts ads on the client side after the user has downloaded the video content.
One main benefit is that Server-side ad insertion can eliminate buffering because all ads are loaded onto the server before being delivered to the end user.
In addition, Server-side ad insertion can provide more accurate ad tracking and measurement than Client-side ad insertion.
The main disadvantage of Server-side ad insertion is that it requires more processing power than Client-side ad insertion.
However, this disadvantage is becoming less significant as servers become more powerful.
With Server-side ad insertion, video content and ad break spots are stored on a server.
When a viewer requests to watch a piece of video content, the server will pull the video content and ad break spots and “stitch” them together into a single stream.
This stream is then delivered to the viewer’s device, which can be played back like any other video stream.
SSAI is the Preferred Ad Insertion for OTT:
SSAI Gives You More Control Over Ad Delivery
With Server-side ad insertion, you have complete control over when and how ads are inserted into your streams. This allows you to deliver a seamless user experience while generating advertising revenue.
SSAI Enables Customized Advertising Experiences
Server-side ad insertion allows you to create customized advertising experiences for your viewers.
By considering factors like user location and viewing history, you can ensure that each viewer sees an ad relevant to them.
This increases the likelihood that they’ll engage with your content and ads.
SSAI Provides Accurate Reporting and Analytics
Because Server-side ad insertion inserts ads on the server side, it can provide accurate reporting and analytics about who sees your ads and how they interact with them.
This gives you valuable insights that you can use to optimize your ad campaigns and maximize ROI.
How Server-Side Ad Insertion Works
With Server-side ad insertion, ad requests are made to an ad server before the viewer begins watching the video stream.
Then, when the viewer starts playback, the target ads are seamlessly inserted into the video content at runtime by the Server-side ad insertion platform.
This process happens in real time, without any buffering or latency.
Server-side ad insertion offers several benefits for both OTT providers and viewers.
For providers, Server-side ad insertion allows for more ad format and placement flexibility.
Ads can target specific viewers based on demographics, location, and viewing history.
And because Server-side ad insertion inserts ads directly into the video stream, there’s no need to pre-roll or post-roll ads, which can reduce viewer satisfaction.
Viewers also benefit from Server-side ad insertion technology.
With Server-side ad insertion, ads are less intrusive and more relevant to the viewer.
This results in a better overall viewing experience.
A recent study found that 78% of consumers say they are more likely to engage with an ad that is served through Server-side ad insertion than with a traditional pre-roll or post-roll ad.
Advantages of Server-Side Ad Insertion
One of the most significant advantages of Server-side ad insertion is that it allows for more accurate ad targeting.
With Server-side ad insertion, ads can target at an individual level rather than a broad demographic like client-side ad insertion.
This means that OTT providers can show their viewers ads that are more likely to be relevant and exciting to them, which leads to higher engagement rates and more conversions.
Another advantage of Server-side ad insertion is that it eliminates the need for pre-roll or post-roll ads.
With Server-side ad insertion, ads can be seamlessly inserted into the video content without interrupting the viewer’s experience.
It provides a better experience for the viewer and allows brands to place their ads.
Server-side ad insertion also benefits OTT providers in terms of analytics and reporting.
With Server-side ad insertion, OTT providers can track how often each ad is viewed and get detailed insights into who is watching their videos.
This information can improve future campaigns’ effectiveness and ensure that budgets are spent in the most efficient way possible.
There are several benefits that Server-side ad insertion offers over traditional methods of advertising, such as pre-roll or mid-roll placement.
Server-side ad insertion allows for a much more seamless viewing experience for the user.
Because the ads are stitched into the video stream on the server side, they can place in natural breaks within the content (e.g., between scenes in a TV show).
This provides a much better experience for the viewer than sitting through a pre-roll ad before the video starts or being interrupted in the middle of the video by a mid-roll ad.
Server-side ad insertion allows for more accurate tracking and reporting of ad impressions.
With traditional methods of advertising, it’s difficult to determine if the viewer saw an ad or if they skipped over it.
With Server-side ad insertion, however, advertisers can track whether an ad was played through or skipped. It provides valuable insights into which ads are effective and which aren’t.
Server-side ad insertion opens up new opportunities for brands to reach their target audiences.
For example, with Server-side ad insertion, brands can target viewers based on their viewing history or even insert different ads for viewers watching the same piece of content (e.g., showing another car ad to men vs. women).
The Future of Server-Side Ad Insertion
The use of server-side ad insertion is growing as OTT providers seek to improve the viewing experience for their users.
A recent study found that 66% of OTT providers plan to increase their use of SSAI over the next 12 months.
As more OTT providers adopt this technology, we expect to see even more innovation in the space.
Conclusion
Server-side ad insertion is a promising new technology quickly gaining popularity in the OTT industry.
Server-side ad insertion has several advantages over CSAI, including eliminating buffering, providing more accurate ad tracking, and reducing processing requirements.
As servers continue to become more powerful, Server-side ad insertion will only become more popular, making it an essential tool for OTT publishers and platforms.
Server-side ad insertion (SSAI) is an essential tool for OTT providers looking to monetize their content.
Server-side ad insertion allows for more accurate ad targeting and a better user experience, leading to higher CPMs.
Contact us today if you’re considering implementing Server-side ad insertion on your platform.
We have the experience and expertise to help you make the most of server-side ad insertion and maximize your revenue.
