SSAI (Server-Side Ad Insertion) technique is a powerful tool for delivering seamless advertising experiences, especially in the context of live streaming services. It allows for the live audio streaming of ads, ensuring uninterrupted playback and bypassing ad blockers. By preloading ads and seamlessly stitching them into video content on the server side, SSAI provides a more efficient and effective way to deliver ads to viewers. This fundamental difference has significant implications for ad delivery, viewer experience, and monetization.
With Server-Side Ad Insertion (SSAI), the server integrates ads directly into the video stream before it’s delivered to the viewer. The ad and the content become a single, unified stream. This is a crucial distinction from CSAI, where the ad is inserted on the client-side (the viewer’s device).
(i) Ad Blocking Resistance: A major advantage, leading to higher ad revenue.
(ii) Improved Viewer Experience: Smoother transitions and reduced buffering.
(iii) More Accurate Targeting and Measurement: Better data for advertisers.
In summary, SSAI is a powerful technique for delivering ads within video streams. Its resistance to ad blocking and ability to provide a better viewer experience make it a preferred choice for many broadcasters and streaming platforms, despite the increased technical complexity.
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From 2024’s Jake Paul vs Mike Tyson (Boxing on Netflix) attracting over 64M concurrent live viewers to 2025’s ICC Champions Trophy Final (Cricket on Disney+Hotstar) attracting over 61M concurrent live viewers, global live viewership habits are evolving fast in the sports industry & is experiencing a seismic shift—from traditional TV broadcasting to live, on-demand, multi-screen, digital streaming.
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From fan-first content strategies, current trends, key challenges to monetization models and tech infrastructure, we’ll break down how you can thrive in this streaming-first era. Whether you’re planning to launch a direct-to-consumer sports platform or upgrade your current broadcast tech stack, this session is your roadmap to the future.
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