Possible implementation challenge in server-side ad insertion
Challenges in server-side ad insertion
Delivering and monetizing content for all kinds of devices has now become important rather than mandatory for all the publishers and broadcasters. The broadcasters and the publishers need to meet the demand of the customers by providing them with a linear TV experience. And this is exactly where server-side ad insertion comes to the rescue.
The working procedure of the Server-side ad insertion is highly productive and beneficial for the broadcasters to increase their customer reach and also increase their revenue. But what exactly is server-side ad insertion? Well, let us have a look at it.
A complete definition of Server-side ad insertion
what is server-side ad insertion
The server-side ad insertion can also be defined as the ad stitching or dynamic ad insertion. It is the process of merging ads and content with a single stream before getting them to deliver to the various media players.
The most prominent advantage of server-side insertion or ad stitching is that they can surpass ad blockers and also removes buffering at the same time.
Conventionally, the ads were inserted to the client-side ad insertion, also known as CSAI. With the help of a logic that is used within an SDK or a player which is called using several ad servers.
Like – SpotX, Doubleclick, or the AppNexus.
But, when the ads were inserted using the CSAI, the ads were detected and blocked by the third-party ad blockers. But now, when these ads are inserted using the server-side ad insertion.
The third-party ad blockers are unable to detect them or even block the third party domains. So with the help of this, the broadcasters and publishers can now provide their clients with buffer-free ads.
Thus providing them with a smooth delivery of ads like a linear TV experience.
How does it work
The server-side ad insertion works in two different ways which are the ad-creative ingest and manifest manipulation. But, the most common method that is used in server-side ad insertion is manifest manipulation.
In this process, all it needed is writing out a playlist or manifest for streaming the videos. As it’s done by accumulating them from different sources such as the ad service and the various content sources.
In dynamic ad insertion, the content service places a request to the server. In return, the server delivers them with a manifested stream that includes segments of content which are taken directly from various content service.
Advantages of SSAI
This methodology has the benefit of being less complex to execute and is snappier to do. Anyway, the stream sections from the different sources can be encoded somewhat in an unforeseen way. Moreover, the distinctions can complicate the decoder on a few devices.
The broadcasters aim to compensate for disparities by embedding what can also be called a discontinuity. A marker to show the decoder needs to be reset.
In some cases, a few servers interpret this as implying the course of proceedings needs to be reset, not all the encoding parameters.
For example, the video may have an intermittent combination of soundtracks from the starting innovative, or it might also have some crucial alternate casing interim. These distinctions once in a while lead to the player not realizing how to continue and to interfere with playback.
SSAI Video Ad
The other methodology, which is the ad-creative ingest, has the substantial benefit make the promotion ask for, parse the reaction. After that download and process, or ingest, the straight video imaginative.
By ingesting the promotion inventive similarly as it would some other video content. The SSAI controller can regulate the characteristics of the result.
Precisely, it can do tasks, for example, systematize the sound. So the promotion doesn’t appear to be a lot more intense than the content.
As to make sure that the entire video – content as well as the advertisements – has comparable encoding parameters throughout. This strategy even can work with devices that don’t sustain discontinuities.
SSAI Stream
The SSAI stream conveyance benefit requests an ad from the customer side in either case. One basic concern is that the advertisement benefit has to realize the demand isn’t deceitful. Since all conjuration originate from a similar IP address run, and as often as possible from those doled out to surely understand open clouds.
These solicitations can be challenging to be recognized. One strategy to deal with this is for the SSAI administration to pass the consumers setting to the promotion benefit. Explicitly the device client operator and asking for IP address.
How does dynamic ad insertion work
The implementation of SSAI is much more than just dodging ad blockers and getting a better user experience. Since the dynamic ad insertions are stitched to the content, they can be played like a regular part of a video.
Moreover, it doesn’t need any device logic or special player to run. That is the most obvious reason why these ads can be played on all kinds of devices. With the aid of the server-side ad insertion, the publishers, as well as the broadcasters, can now deliver and monetize the ads throughout the various devices.
Mostly the gadgets where the demand for content is on the rise.
The demand for OTT content is on the rise. This remains one of the most obvious reasons why ad stitching is getting compulsory for all the publishers and broadcaster.
So, if you don’t want to stay behind then the others and want to reach out to the global audience. Then opting for server-side insertion is the best choice that you can have.
