Written by: Roshan Dwivedi
Dynamic ad insertion is easier with OTT but is less prevalent across TV and VOD platforms. Seeing this, Adobe has enhanced its Primetime solution to boost dynamic ad insertion for live and linear TV streams. This capability by Adobe Primetime can either be client-side (where ad serving tech exists in a consumer’s device) or can be server-side (where ad serving tech sits on cloud).
During Rio Olympics, NBC used Adobe Primetime’s hybrid server and client-side ad insertion so as to support 3.4 billion minutes and over 50 million viewers.