By Jonathan Easton

Cybersecurity firm Irdeto has announced the launch of a new server side ad insertion solution.

The product, appropriately called Irdeto Server Side Ad Insertion (SSAI), promises to maximise addressable live ad inventory of OTT video while delivering a seamless viewing experience. It integrates with any existing ad server or existing CSAI solution, and has already been implemented by its first customer.

Explaining the tech, Irdeto said that its SSAI creates an individualised media stream for segments of viewers to get personalised and targeted advertisements and achieves this by modifying the original streaming manifest for each viewer. Each ad decision is determined by information and profile such as location and viewing history, and ads are added into the content stream before reaching the viewer’s playback device for a seamless experience.

COO of Video Entertainment at Irdeto, Shane McCarthy said: “For decades advertising has been the backbone of live television. As the consumer viewing behaviours rapidly shift towards streaming video platforms, it is only natural for us to seek new innovative solutions to empower our customers. We’re proud to be rolling out this new solution to provide a TV-like ad viewing experience on a video streaming platform which helps streaming services overcome the current challenges of latency, device fragmentation, and ad blocking of other ad insertion technologies.

“With this new solution we empower streaming platforms to explore new revenue streams by maximising the value of their premium OTT ad inventory. Ultimately, it’s about listening to our customers and delivering solutions that can empower them.”