NAB 2019: Server-Side Ad Insertion for VoD

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Day one, tick.  The show got off to a great start and we’ve had some really good discussions on scaling SSAI and maximising the potential of programmatic for live streams.  It’s a far cry from just a few years ago when most meetings would start with: “so what is server-side ad insertion??”

It’s pleasing now that most people we meet already know the answer to this question and are keen to get into the details of the technology.  We’re finding that discussions around consistency of viewer experience, measurement and data security are becoming more and more popular.

Harnessing the power of SSAI for VoD is our focus for day two at NAB.  Over the past year, we’ve seen a considerable increase in operators and MVPDs implementing SSAI for VoD to deliver viewing experience consistency throughout their device platforms.

Why is there a move towards Server-Side Ad Insertion for VoD?

In this article for TV Technology, Yospace’s Founder & CTO David Springall discusses why SSAI technology, which has been a staple of live monetisation for a number of years, is also proving to be a popular way of monetising VoD due to factors such as viewer experience, ease of maintenance and data security.

Data security is an especially important topic.  As operators and MVPDs increasingly rely on their first-party data to maximize ad revenues, having an effective middleware layer (SSAI) between the client and the ad server is crucial in protecting user data and preventing them from being re-targeted.

Total Video for TV4 pays dividends

Swedish innovator TV4 is an example of a broadcaster that’s making the most of a joined up live and VoD monetization strategy.  The broadcaster has recently agreed an extension with us to provide server-side ad insertion (SSAI) across its TV Everywhere service, TV4Play.

Mathias Berg, COO at TV4 Group said: “For the last couple of years TV4 has relentlessly been driving our business from a traditional linear ad model to a truly platform agnostic experience for both users and advertisers.  Part of this journey has been to enable us to capture and monetise on our digital inventory in all potential channels using all data available. As a result of a successful implementation of this strategy TV4 delivered its best financial result in terms of turnover and profitability in the history of the company in 2018.”

As a leader in the broadcast space that’s continued to reinvent itself, TV4 was one of the first broadcasters that recognised the value in using SSAI to monetize VoD.  Read this blog post to learn more about the company’s digital journey with SSAI.

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NAB 2019: 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.

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.

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Handling the opposing forces of programmatic and low latency

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By David Springall, Founder & CTO of Yospace.


In this post I’d like to talk about the challenges faced by broadcasters in efficiently monetising live sports at scale using server-side ad insertion.

We have broadcasters in five continents monetising live sports using our platform.  During the World Cup last year, we saw a peak audience of 1.6 million concurrent users and only a few weeks ago, in January this year, we saw that record double to 3.2 million – a significant jump in the space of just six months.

So the ability to scale SSAI, and to plan for future scale, is really important but this topic is made complex because there are two opposing forces at play.

On one hand you have the desire for the broadcaster to improve the viewer experience by reducing latency.   

On the other hand, the way in which online advertising is being bought and sold is trending towards automated, or ‘programmatic’, fulfilment.  This makes the user-level ad decisioning much more complex.

Underlying all of this is the fact that the industry as a whole is finding online audiences, especially where major sports events are concerned, are growing at an ever faster rate, and it’s important that solutions deployed can continue to keep ahead of this growth.  

So why is it that these forces are opposing?

The reason for this is that in live streaming everyone watches the ad break at more or less the same time.  In order for us to know which ads to stitch in to each individual stream, we need to make a call to the ad decisioning ecosystem on behalf of each individual streaming session.

Naturally, these calls all take place in a very short space of time.  The lower latency the stream, the shorter the time frame under which this bevy of calls will be made.  As this time window is made even smaller, you need each individual ad decision request to also take less time.  

Ok, so let’s hold that thought.

On the other hand, because the ad decisioning ecosystem is getting more complex, it actually needs more time to resolve ad decisions.  Real-time bidding is required in the process of getting decisions for ad placement, so you’re not making calls to a single ad server, you’re making calls to multiple partners in the ecosystem.  Furthermore, you’re depending on all of those partners to be able to scale to handle these bursts of requests.

Therefore, to deliver the low latency experience at scale for live sports, and to plan for future scale, with a complex ad decisioning ecosystem to maximise the revenue opportunity, it’s necessary to the make ad decisioning calls in an orderly fashion way ahead of the actual break taking place.  By doing this you are no longer hostage to stream latency and how long you can spend, or how many calls you can make to get a decision for each user.

So this is what we do with the Yospace SSAI platform.  We call it prefetch and it allows us to scale to support the world’s biggest live events.  We co-authored a white paper on the topic with Akamai and SpotX.  It’s called “Go Live” and you can download it here.

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Videology partner with Yospace to deliver end-to-end addressable TV advertising solution

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London – 5th September 2017
Videology, a leading software provider for converged TV and video adverting, has announced today a technology partnership with Yospace, a leading provider of Dynamic Ad Insertion solutions to broadcasters. The two companies will collaborate to offer a full end-to-end addressable advertising solution across multiple platforms and devices.

Yospace’s world-leading server-side Dynamic Ad Insertion technology for live simulcast boasts a global customer list that includes DIRECTV, ITV, Channel 4 and BT Sport. When combined with Videology’s advanced forecasting and decisioning capabilities, broadcasters can control the ads that are seen by each viewer at both an individual and household level based on not only campaign targeting, but also taking into account TV compliance rules while also maximizing yield in real time.

“We are delighted to be adding Yospace to our growing list of major technology partners around the globe. By partnering with Yospace, Videology’s clients can seamlessly leverage Yospace’s market leading platform, ultimately driving better outcomes for TV advertisers and broadcasters alike” says John Tigg, SVP Enterprise Solution at Videology.

“Fully addressable adverting sits at the forefront of broadcaster thinking now, while server-side Dynamic Ad Insertion, particularly for live simulcast, is a critical element for it. Videology have built a strong reputation both in advanced inventory optimisation and forecasting as well as a robust programmatic infrastructure. We’re delighted to welcome them as a partner.” Says Tim Sewell, CEO at Yospace.

Videology and Yospace will be presenting a demonstration of their combined platforms on Yospace’s stand at IBC. Find them at 14.C18 in the Content Everywhere Hall.