Overview

This document provides questions and answers about Server-Side Ad Insertion (SSAI) and its implementation by Serverside.ai. It is intended to help readers understand the concept, benefits, and key considerations of using SSAI.

Questions and answers

What is Server-Side Ad Insertion (SSAI)? 

Server-Side Ad Insertion (SSAI) is a process used to insert ads into long-form video content. It enables seamless, buffer-free transitions between content and ads in an OTT streaming environment, providing a viewing experience comparable to broadcast TV. 

At Nowtilus, we act as the SSAI vendor, sitting between the online video player, content origin, and ad server to manage the stitching of ads into the content. This setup allows for the personalization of every individual stream with precisely targeted ads.

Who is using SSAI? 

SSAI is used by broadcast-grade media owners and streaming platforms. This includes those who deliver live events, live-linear TV channels, and Video on Demand (VoD) content. Such content is typically high-quality and long-form.

What device types support SSAI? 

SSAI-enabled content can be accessed across all device types, both in web and app environments. This means users can stream SSAI content on desktops, mobile devices, and connected TVs.

What protocols and DRM schemes are supported? 

We support both HLS and MPEG-DASH for live and VoD content. Since SSAI primarily involves server-side manipulation of manifest files, it is largely agnostic to DRM systems, which focus on protecting the actual content segments. Our customers typically use either full studio-grade DRM (PlayReady, Widevine, FairPlay) or encrypted HLS.

How do you do the ad targeting? 

Our solution leverages your existing ad server and audience tracking systems to perform user targeting. We are pre-integrated with major ad servers and SSP platforms such as Equativ, Google Ad Manager, and SpotX. In general, all VAST 3.0 and 4.x-compliant ad platforms are supported. A wide range of configuration options makes integration and validation straightforward.

How do you handle ad tracking, reporting, ad verification, and measurement? Does your solution support client-side tracking? 

We support ad tracking and reporting on the server side using tracking beacons that are sent back to the ad server or SSP platform once the ads are stitched into the personalized stream. At the same time, we can insert tracking metadata into stream manifests to enable client-side ad tracking from the player. 

As part of our roadmap, and depending on support from your ad-serving partner, we plan to support VAST 4.0 ad verification tags for measurement and brand safety. For client-side tracking, we will also support the IAB’s Open Measurement SDK and library as a replacement for legacy VPAID implementations.

Does your solution handle high-traffic volumes? 

Yes. Our SSAI platform is cloud-native and scales automatically on demand. It can be geographically deployed and distributed across all regions of the Microsoft Azure cloud. The platform is specifically designed to support the large audiences typical of live sports and major event broadcasts. It also integrates effectively with your existing single- or multi-CDN strategy to deliver source video content efficiently to end users.

Does server-side ad insertion introduce a delay in the stream playout? 

Server-Side Ad Insertion (SSAI) might introduce a slight delay in stream playout, but this delay is typically minimal and often imperceptible to viewers. The process involves stitching ads directly into the content stream on the server before delivery. While some delay can occur due to processing, encoding, or buffering, modern SSAI solutions are designed to minimize latency and ensure a seamless viewing experience. Overall, any minor delay is outweighed by the benefits of consistent ad delivery, improved device compatibility, and protection against ad blockers.

Do you perform transcoding of the ad assets? 

Yes. Ad transcoding is a core function of our solution. By normalizing ad content, we can ensure a high-quality user experience, such as consistent audio levels, and maintain stream integrity, preventing ads from disrupting playback. Transcoding is handled using Azure Media Services, and our ad asset management system allows your ad operations teams to preload ad assets as part of the ad trafficking process.

Do you support MPEG-DASH for live streaming as well?

Yes. However, many packager vendors have yet to support SCTE-35 signaling for live MPEG-DASH, so you should confirm support and roadmap with your packager vendor. If you are a packager vendor and need guidance on implementing SCTE-35 signaling, we can provide support. Additionally, we can help set up a cloud-based live encoding and packaging workflow enabled for SSAI if required.

What if I don’t have the SCTE-35 ad marker in-band in my live source?

For source signals without in-band SCTE-35 markers identifying ad breaks, we provide a software component or third-party ad-recognition service that automatically detects ads and generates signaling. This can also integrate with broadcaster live playout automation to determine program and ad breaks, which are then injected into the stream for processing in your encoding workflow.

Does Serverside.ai cache or store content segments?

No. Content segments are neither processed, stored, nor cached by Serverside.ai. Some features require keeping the playlist or manifest for a defined period, for example, the timeshift or startover functionality.

Our live content is highly dynamic. Can your solution cope with this?

Yes. Our solution is designed to handle highly dynamic ad break patterns. Unscheduled breaks, early returns, or crashes back into content are supported as long as they are signaled in your source feeds.

Do we have to replace our current VoD encoding workflow to support server-side ad insertion?

No. Your VoD catalog must be encoded in either HLS or MPEG-DASH; how you achieve that is up to you. For frame-accurate ad insertion, segment boundaries should align with known insertion points.

We want frame-accurate insertion, but our current encoding workflow cannot support this. What can we do?

We offer acquisition and encoding of VoD titles as part of the solution, including frame-accurate segment conditioning.

Does your solution support MRSS for VoD insertion?

Yes, this is our recommended approach. We also support single-pod VAST responses in combination with a "placement template" that you define.

Can I bring my own CDN for ad media delivery?

Yes. For an ad media encoding workflow using Bitmovin or ffmpeg (configured by DevOps during onboarding), Serverside.ai can provide storage as a CDN origin or upload media to customer-provided Azure Blob Storage.

What kind of ad-signaling methods are supported for Catchup or nPVR?

Serverside.ai supports the same SCTE-35 markers used for live channels. In addition, side-load markers via mRSS (ad cue points) can also be used.

How does Serverside.ai handle GDPR requirements?

All GDPR-related information, including consent strings (TCF 2.0), is forwarded transparently to the ad server to ensure compliance with data privacy regulations. This also applies to other privacy regulations such as US Privacy (CCPA), LGPD (Brazil), and POPI (South Africa).