Kapang allows you to monetise tv and video using direct audience measurement and the latest server-side programmatic advertising solutions.
server-side ad insertion
Server-side ad insertion is a combination of manifest manipulation, ad server communication, and ad bitrate and resolution normalization, all of which happens on the server-side before presenting a manifest to clients. Server-side ad insertion may also be referred to as dynamic ad insertion, or ad stitching.
By whatever name it is known, server-side ad insertion is difficult to get right for numerous reasons:
- Server-side ad insertion requires a highly scalable origination service
- Personalized manifests are not cacheable
- Reporting and custom player behavior requires clients to know an ad has been played
- Different ad standards (VAST, MAP), ad servers, origin servers, and player environments complicate server-side ad insertion workflows
To cope with fluctuations in demand for just-in-time server-side ad insertion, highly scalable architecture is required – particularly for broadcasters that must deal with the sharp peaks in demand that breaking news, sports events and popular TV series bring. Cloud-based video processing with a server-side ad insertion integration is one-way broadcasters can scale to meet audience demand.
When events are underway, the number of concurrent viewers can vary greatly and unpredictably. For example, viewership for a closely played game may remain steady for much of the contest, then surge by hundreds of thousands of new viewers during the last few minutes.
The key to managing viewer variances is in encoding and packaging that can be virtualized for rapid deployment and hosted in a cloud infrastructure for quick auto-scaling.
Because dedicated single path hardware encoders and packagers lack flexibility, the practical solution is to spin up instances of cloud-based video processing as they are needed. The cloud is uniquely well suited to creating millions of individually tailored manifests of content and advertising for live-streamed events.
Server-Side Ad Insertion in Streaming Video
For broadcasters and video content providers, an inherent tension exists between the need to deliver a premium viewing experience – complete with start-over and time-shifted TV functionality – and to monetize streaming video offerings and services. The challenge of monetizing over-the-top (OTT) video content will only continue to grow as viewership on connected devices increases.
To optimize streaming video revenue opportunities, advertisers are increasingly seeking ways to match the interests of individual consumers with ads, and deliver them in a non-disruptive way.
Ad personalization reduces the consumer desire to employ ad blockers, and creates a mutually beneficial streaming experience for video providers and audiences. Beyond the relevance of topical interests, ad personalization can also connect with individual viewers in ways that are emotionally relevant to them, sparking changes in thinking as well as in purchasing.
While the opportunities to capitalize on ad personalization and ad insertion grow, the question for broadcasters, pay TV operators, content programmers and all video providers is, what is the best way to meet the needs of the video business and the viewing audience?
The solution needs to balance monetization requirements with the ability to provide a high-quality viewing experience for subscribers – a balance that server-side ad insertion can consistently maintain.
What’s Wrong with Client-Side Ad Insertion?
While client-side ad insertion is a common solution for ad personalization and targeting, it has technological hurdles that can be difficult to overcome in certain situations, particularly, live broadcasts such as sports, events, and news:
- Client-side ad insertion is subject to high network latency and shifts in video quality due to changes in codec, resolution and bitrate
- There is no elegant solution capable of handling seamless live streaming
- Requires code changes across multiple platforms and devices
- As the use of ad-blocking software grows, ad fill rates on desktop and mobile web environments shrink
In addition to its technological limitations, client-side ad insertion can also have a noticeably negative effect on the viewer experience:
If you thought buffering made users angry, just see what happens when the page crashes after they sit through the pre-roll, forcing them to reload the page and watch the pre-roll again. Client-side advertising requires a lot of per-platform code, especially when the user is watching video through an app. This doesn’t just mean higher development costs for the one implementing the page or app; it also means a fragile playback experience for the user. A 100% server-side ad solution is far less complex to build and manage, and is also less likely to crash.
– “How Server-Side Ad Insertion is Making Online Ads More User-Friendly”
What is Revenue Stream?
Revenue Stream is a programmatic advertising sales agency for tv and radio. Our service is designed for both video and audio broadcasters, enabling publishers to efficiently monetise their inventory, whilst delivering advertisers a single advanced buying platform.
Revenue Stream’s unified software solution drives outstanding advertising results in the constrained video and TV market, where better outcomes come from better planning and greater certainty. Our specialised software was purpose-built to solve the unique challenges posed by TV and video advertising – from planning to measurement – all in one simple platform.
To put it simply, we turn data and inventory into guaranteed results for our clients.
Audience forecasting and Reports
Our platform allows advertisers and media companies to forecast audiences, as well as the expected demand for those audiences, over time and across devices. Based on this forecasting, optimal allocation protocols are then used to ensure that advertisers can reach their desired audiences with guaranteed volume and pricing across TV and video, and to ensure that media companies can fully monetise their total audience across devices.
Want to know more?
Are you an advertiser or agency? A content provider looking to distribute? Are you currently working with another platform? For more information on how Revenue Stream can help your business thrive, speak to a member of our team via our Contact page.