NAB Day 1: Scaling programmatic for live events

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By Paul Davies, Marketing & Communications at Yospace

Welcome to Las Vegas.  Despite being home to a hundred resorts and 150,000 hotel rooms, it feels like I know everyone here during NAB week – whether it’s bumping into a customer in the cab queue or taking a table next to a tech partner – the broadcast engineering industry seems to take over the city during the event.

This year we’ll be using each day of the show to discuss a different element of server-side ad insertion (SSAI), so be sure to check here after each show day.  We’ll be sharing relevant content on Twitter and LinkedIn too, so keep an eye on our profiles.

Our focus for the first day of NAB is scaling programmatic for major live events.  In order to maximise ad revenues, programmatic systems need adequate time to respond in a major live event set up, and this need is especially apparent in a low latency environment.

Programmatic vs. Low Latency

The ability to scale live SSAI and to plan for future scale, in an environment where all viewers see an ad break at the same time, is really important but is made more complex as there are two opposing forces at play:

  1. The need to allow programmatic platforms the time they need to respond to fully realise the value of the ad inventory
  2. Low latency support, which shortens the time available to the programmatic ecosystem

To maximise the revenue opportunity, it’s necessary to make ad decisioning calls in an orderly fashion way ahead of the actual break taking place.  Our prefetch system allows ad calls to be made early, allowing the time needed to return a full pod of ads for each viewer, and this is a crucial element of our offering that we’ve been sharing with visitors to our booth at the show.

You can read more in this blog post.

For a more in-depth explanation read our white paper.

Prebidding

Once you have prefetch in place you can plan for advanced programmatic; the next opportunity to explore is prebidding.  Prebidding replicates the benefits of web header bidding for video.  By calling all supply-side platforms simultaneously, we can inform the ad server of the responses to help it make an informed decision on which ads to place and ensure the highest available CPM can be secured.

Read more in this blog post.

Have a great opening day of NAB.  Click here to book a meeting on our booth (SU3414).