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This article originally appeared in FEED Magazine, Issue 12.
Server-side ad insertion is rapidly becoming a pivotal method for delivering advertising, particularly as cloud-based tools simplify its implementation.
The primary advantage of targeted advertising is the ability to present viewers with content tailored to their preferences. Cloud technologies are enhancing the methods for targeting messages and ensuring they reach the appropriate audience. The shift from traditional broadcast TV, which focuses on a collective viewing experience, to a more personalized approach aligns with how individuals interact with their devices. This shift allows viewers to consume content at their convenience rather than adhering to the broadcaster’s schedule.
Ineffective ad-targeting implementations can lead to a negative quality of experience (QoE) and diminished video quality, which can tarnish the personalized experience viewers seek. The advent of DVRs for linear TV has led to a generation of ad-skipping consumers. In the digital realm, video providers and viewers engage in a constant battle, with consumers devising innovative ways to bypass ads, including the use of ad-blockers.
The objective is to establish an architecture that allows for the management of premium-targeted advertising across individual video delivery paths. This architecture should offer clear delivery metrics, safeguard against ad blocking, and maintain a consistent quality of experience for consumers. Enhanced QoE leads to more relevant ad content, reducing the temptation for viewers to block ads. Continuous advancements in technologies are driving this transformation.
ANATOMY OF AD INSERTION
Insertion markers: Ads are seldom hard-coded into a program’s source video. Instead, videos include markers indicating optimal ad placement. A specialized splicing marker is embedded into the compressed video data, signaling the start and end points for ad breaks based on the SCTE 35 standard. These markers are designed to remain intact throughout the video processing workflow, enabling precise splicing between video sources and advertising material.
Adaptive Bitrate (ABR) Streaming: ABR breaks the video stream into short segments outlined by a distinct manifest file. Each segment is self-contained and available in various bit rates to create different segment file sizes. The consumer’s video player is driven by the manifest file and the available delivery bandwidth. This approach allows for alternative video segments to be played at insertion markers without interrupting the video integrity.
Ad decisioning: The insertion markers in the video stream trigger the process of ad content insertion and evaluation. This evaluation is managed by an external service known as an Ad Decision Server (ADS). When an insertion mark is detected, client information is sent to the ADS to determine the appropriate ad to insert. The parameters for ad selection can range from basic location data to more personalized information, depending on whether the viewer is signed in or has a history of tracked web activity.
Cloud DVR and Trick Play: Viewers increasingly expect advanced features from OTT providers, such as time-shifted content and catch-up TV. This allows advertisers to refresh targeted ads, ensuring they remain relevant. For instance, an ad promoting a limited-time offer risks becoming obsolete if it runs past its expiration date. Video operators must have the capability to replace such ads to maintain relevance and revenue generation.
Delivery reporting: The business side of digital advertising relies on counting ‘impressions’—distinct consumer views reported from the client to the player. If an advertisement cannot be confirmed as played on a specific device, the advertiser owes nothing to the service provider. Detailed viewing profiles enhance the potential value of impressions, and reporting mechanisms depend on beacons generated during video playback to indicate ad viewings.
CSAI TO SSAI
Initially, targeted advertising relied heavily on client player functionality, known as client-side ad insertion (CSAI). The sophistication of client video players and scalability encouraged this approach. However, recent trends have favored server-side ad insertion (SSAI) using cloud-based subsystems. In SSAI, the call to the ADS occurs upstream of the CDN, with insertion markers detected by the server-side video pipeline.
SSAI processes create a single, packaged stream combining program and ad content, providing clients with a personalized manifest file. This approach reduces the complexity for the target device player, facilitating faster service deployment without the need for extensive player technology development.
AWS Elemental supports comprehensive ad insertion workflows for SSAI. The content is processed in a mezzanine format, with SCTE 35 ad insertion markers embedded in the source video feed. If absent, AWS Elemental can insert these markers programmatically via an API. The compressed mezzanine stream is then sent to AWS Elemental MediaLive, which compresses the live video into adaptive bitrate streams suitable for client playback. MediaLive utilizes ad cue markers to ensure that output streams maintain a consistent length.
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