Now a deeper dive into what’s being done: As part of a server-side approach, Zattoo processes and analyses the incoming TV signal from a satellite or IP-Ingest and searches for ad markers that correspond to the SCTE-35 standard. All good reasons why Zattoo decided to implement the server-side approach and integrated it in its existing streaming architecture. A server-side solution also allows platforms that got left out previously due to technical reasons to be served with all kinds of ads. Moreover, a very basic advantage lies in the fact that integrating ad frameworks in all the clients that are to be supported will no longer be necessary, which saves a lot of valuable development work. A server-side approach first enables this important frame accurate exchange and prevents even ad blockers from having a chance. Yet in order to exchange TV ad breaks, frame accuracy is an essential pre-condition. In addition, there is also a problem with mid-roll ads to the effect that when using a client-side approach they cannot be played frame accurate. The client-side approach is currently the standard for web and app-based streaming services and at present is considered to be the trivial solution for pre-, mid- and post-roll advertising, however there are important disadvantages.Īd blockers have become common practice both in the web and on mobile devices, hence advertising feeds are blocked and a significant source of revenue is lost. within the app, or on server-side already being served within the stream. Either the ads are added directly on the client, i.e. In an initial test project, Zattoo and the ProSiebenSat.1 group successfully replaced an ad from the linear signal during live operation of the app according to gender, meaning that female users saw an ad from Myday’s and male users saw a promo for Maxdome.ĭynamic ad insertion can generally be done in two technical ways.
Playout during a commercial break can be adjusted to various target groups and device-specific information. Zattoo is the first OTT TV streaming provider in Europe to offer a technical solution that exists not only as “proof of concept” but has already been deployed as a product. This dynamic ad insertion technology (DAI) operates with frame accuracy and independent of the user’s device. It is now time to take TV advertising to the next level.Īs Europe’s biggest TV streaming provider, Zattoo is laying the foundations for this and has developed a technical solution to enable dynamic ad insertion. The future of television lies in TV streaming, writes Stefan Kaiser, Video Engineer at Zattoo.
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