Why upstream ad insertion is the future of video monetisation

in Media & Broadcast   —  

By moving to cloud-based ad insertion and stream stitching, adverts and trailers in live and VOD streams can be dynamically replaced with content which is personalised and relevant to each user – with delivery guaranteed across any device.

This article examines the issues faced when using traditional player-based ad technologies and how using server-side ad insertion overcomes these.

The problem with pre-roll today

With pre-roll and mid-roll support being orchestrated by the player, there is still a dependency on third party ad-servers having HTML5-compatible inventory that has been correctly configured.

Many of the larger ad-providers still do not have CORS-complaint VAST tags in place, which prevents such inventory from being loaded by a mobile browser due to the simple fact that the advert is served from a different URL

With London Live, we were able to get our main ad provider (a global ad network) to resolve “cross-origin resource sharing” (CORS) issues – but we did end up A/B testing several ad network providers to iron out CORS issues a result.

Why cloud-based ad insertion works

One solution to this is to move all ad-serving away from the player and back to the server. This is something we have seen with Brightcove Once which uses “stream stitching” to dynamically insert adverts into existing VOD assets and live streams. www.brightcove.com/en/once

Online video has the potential to surpass traditional TV by offering mass personalization, superior ad targeting, and frictionless distribution
David Mendels
CEO, Brightcove

This type of technology uses upstream stitching of adverts in real time to deliver personalised adverts

Someone who is watching a live stream will actually specific adverts in a standard TV ad break being replaced with advert which are personalised and relevant to them. Likewise the same technology could be used to show programme trailers which are relevant to each viewer.

As this technology matures, and as we move more and more away from linear broadcast TV it’s fairly easy to see where and how live-stitching will benefit companies.

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