The merits of server-guided ad insertion (SGAI) were one of the big ad-tech talking points at this year’s IBC, but does the technology represent a step change for publishers?
Choosing the best way to insert addressable adverts into streams is one of the key technology dilemmas currently facing ad-supported streaming services.
Server-side ad insertion is often seen as the lynchpin of ad-tech in the streaming age, as media companies look to grow digital revenues to offset linear TV’s decline.
Historically, ads in OTT have either been inserted into a stream by the client (at the player or device level), or stitched into the stream by the server, without the need for client-side integration...
You are not signed in.
Only registered users can view this article.
.jpg)
AI through the looking glass: Digital natives
When it comes to AI, the M&E industry should take a more active interest in the views of its young people if it wants them to remain part of it, writes James McKeown.

NAB preview: Agentic AI poised to steal the show
New imaging technologies, AI creative mates and wrestlers await visitors to Las Vegas while America’s free press is under attack.

Inside virtual production’s latest processing and toolset innovations
Advances in GPU capability and algorithms are among the developments allowing ‘more to be done with less’ as virtual production technology and techniques continue to evolve, writes David Davies.

Content Everywhere: Getting (more) personal in the AI era
Content Everywhere companies cite service personalisation as an area in which artificial intelligence (AI) and data will play an increasingly transformative role in the highly competitive streaming market.
/Hero Shot - LED Wall at NFTS Virtual_Launch_0128 (1).jpg)
Level up: Addressing the skills gap in virtual production
As virtual production technology becomes more ubiquitous, the need for real-world training and development for professionals of all levels becomes paramount. John Maxwell Hobbs explores the education and training programmes on offer from academic institutions and industry organisations.