Loosening the Ad Tech Bottleneck

IABM Journal Article by Ad Insertion Platform: Loosening the Ad Tech Bottleneck.

January 10, 2023

The two basic premises of broadcasting haven’t changed for the last 100 years or so. One, give viewers compelling programming and they’ll watch. Two, effective monetisation is critical for supporting all that programming.

However, the methods for creating, distributing, and consuming all that content have undergone a dramatic transformation, especially in the past few years. Yes, viewers can still see content on a traditional tuner-based television set, but that’s now only one viewing option and quickly becoming the minority when we see that for some TV set manufacturers, roughly half of their buyers are now consuming content only using online applications.

Streaming services and over-the-top (OTT) platforms have emerged far beyond being niche technologies to become mainstream content superpowers. Connected TV (CTV), which enables video content to be delivered and viewed through internet connectivity, is booming. New streaming content delivery models like Free Ad-Supported TV (FAST) channels or Advertising Video on Demand (AVOD) have emerged in the last year to become prevalent in the U.S. market. They are also popping up rapidly in other territories, combining a more and more quality content experience without the need for a subscription and supported by scheduled ad breaks inserted for live programming or Per/Mid/Post roll for VOD.

The good news is this plethora of streaming content options has given consumers more choices for viewing. It’s also opened up new monetisation opportunities, enabling broadcasters and content owners to provide personalised and targeted advertising experiences to their audiences rather than using Gross Rating Point (GRP), the standard measure of media delivery in advertising

There are two primary options for monetising the content experience. One is to make the viewer pay directly for the content, the second is to sell advertising to propose the content “for free” to viewers. Interestingly, some broadcasters or OTT providers use models that combine both these options like the new entry level Netflix or Disney+ offer.


But we noticed that the OTT world has taken a renewed interest in the free ad supported model perhaps due to a “subscription fatigue” from users at the same time as streaming services costs are increasing.

The challenge is that not all these delivery and advertising technologies are evolving at the same pace.

Monetisation was historically managed by Client-Side Ad Insertion but is now often managed by Server-side Ad Insertion (SSAI) for video which enables the seamless delivery of video ads into content streamed on internet-enabled devices and a much better viewer experience avoiding buffering.

Despite this technology becoming more powerful and flexible, there is an immediate need for more advanced SSAI features beyond the simple and accurate insertion of ads. The growing complexity of content providers delivery strategy, OTT platforms requirements and contractual agreements, advertising countries regulations, and privacy laws are highlighting a need to have enhanced Dynamic Ad Insertion (DAI) solutions able to manage insertion workflows and rules and not just a “simple” manifest manipulating technical component.

But there are some roadblocks including lack of diverse feature sets and platform visibility.

New Ad Tech Solutions for a New Market

With the rapid growth of FAST channels and delivery of OTT services for CTV, SSAI customers need advanced digital ad tech solutions customizable to their individual workflows to move to an enhanced DAI world fitting their needs. An example is volume split, where you want to split the inventory in percentages with each split following their own workflow (like a volume split between the TV set manufacturer and the publisher inventory). This can be advantageous to have it in your SSAI solution. It is certainly strategic to maintain a separation between your video delivery process and your ad tech stack but also to keep additional data on what is happening on the delivery platform.

Another example is device split, where you want to define which ad, promo or content will be inserted for mobile devices and which will be inserted for CTV users for example. These functionalities are sometimes provided by the ad server or header-bidding solution, but these are additional services incurring incremental costs, the implementation can be complex and very few options exist on the market. Customers benefit by separating video delivery from their ad stack while still being able to manage their providers separately without being forced to change video delivery components each time they want to change their header-bidding or ad server solution or do A/B testing to compare solutions or even work with multiple of them at the same time depending of countries / OTT Platforms or their own rules.

Blackbox versus Transparency

One downside of the Adtech world is the common tendency to create wall gardens when the right course is to follow the path of Open Internet. Many advertisers want transparency to understand where their ads are played and from which path. But this transparency must also work the other way for publishers to better understand why sometimes high-quality content, fully compliant with privacy laws and providing a brand with safe ad inventories, is not targeted by the programmatic stack or monetisation partners.

Having an independent provider at the SSAI level in the video delivery chain will enable data collection that gives visibility into video delivery, deeper audience information and transparency about fill rates, ad performance, and missed opportunities from all partners.

SSAI at a Crossroads

Server-Side Ad Insertion is at the crossroads of the video and the ad-serving industries. Most existing SSAI products and solutions are mainly only manifest manipulators.

The role of the manifest manipulator is to retrieve the manifest from the original stream, obtain a list of video or ads from the ad pod, mainly created by a call from an ad server to insert when detecting a specific marker, stitch them in the manifest of the stream, user by user to provide targeted stream to each of them by returning this updated manifest to the video player.

The additional feature that some SSAI solutions are providing are adding bumpers or a simple fill slate at the beginning or at the end of the ad break.

Another valuable feature supporting ad break scheduling is pre-fetching, which allows SSAI systems to “look ahead” to an upcoming ad break. Even if the exact start time and duration of the break is dependent on in-play decisions, a theoretical target break length can still be determined in advance with sufficient time allowed for calls to be made to the ad servers especially when using programmatic or open programmatic.

If needed, the SSAI platform can then dynamically adjust the break length based on the real duration retrieved from the original manifest when appearing, delivering a correct, personalized, and true “TV experience” while maximising the monetisation opportunity.

Go Beyond Manifest Manipulation with SSAI Ad Break Management

In the television and streaming ecosystem, ad breaks or ad pods are tightly controlled when it comes to scheduling or exact durations. When you’re calling your ad server to fill a specific ad pod duration, if you request 120 seconds of ads, you don’t always get the entire duration filled with ads. Sometimes you get only one or two ads. Most of the current SSAI platforms use a simple slate to fill this gap, hardly the greatest user experience. This solution wasn’t of course accepted in traditional TV where there is no way to have a static slate shown for up to three minutes on a live TV channel. It is from our point of view the same for OTT as we distribute potentially on Connected TV where the same level of quality and viewer experience is expected from viewers and publishers

Instead, you can highly enhance the quality of your service to viewers by managing these potential gaps with a dynamic content and promotion management solution. Now, you can automatically select different promotions or auto-promotion of your service or even content for a specific period of time, depending on the delivery platform or device. For example, go even deeper with rules by deciding to use the longer one to avoid chaining 15 promotions of five seconds each in length in succession.


There is a direct link between ad revenues and the ability of the SSAI and the ad break management to scale. High-volume, event-based live content like sports generates a high volume of concurrent streams to manage. There is usually a very high ramp-up rate on a service as viewers frequently join a stream at the last minute before it starts.

The manifest manipulation must be able to manage these two constraints, but also the ad break component. Most users will join a streaming event before it starts but during an ad break, creating a great opportunity to generate ad revenues.


Multiple Streaming Formats

While many configurations are currently compatible with standardized protocols like HLS or MPEG Dash, some SSAI providers cannot manage specific configurations like mono period as an entry on MPEG-DASH. This means sometimes having to re-adapt or even replace your packaging solution. There are also many encoders/packagers on the market so it’s important to check that your SSAI solution can handle multiple streams in varying formats.

Simplifying the SSAI Complexity

An effective new-generation SSAI platform bridges traditional linear video delivery infrastructures with the digital ad tech world. But the solution must manage huge volumes in parallel, understanding the ecosystem and the different bricks in the complete chain.

It may seem attractive to put all your eggs in one long-term basket, especially as ad technology keeps evolving. But it makes more sense to opt for an agnostic, independent, dedicated vendor for SSAI acting as an abstraction layer to manage the entire ad insertion process, hide its complexity to clients but also provide a real web user interface that is not merely a technical component for developers using API.

Creating a layer of abstraction between your video delivery environment (transcoding, packaging, DRM, CDN, video players) and your ad tech environment with an easy visual interface that ad ops and technical teams can use gives your company flexibility and nimbleness while signaling your willingness to work with everyone.

Publishers today need a scalable platform that not only interacts and manages the increasingly complex ad insertion process but also provides a tool that makes the insertion workflow management easiest even for complex environments and requirements. Simply, the complexity for user must be the goal of a new-gen SSAI platform.

New-gen SSAI solutions also need to view and extract data on everything that is happening on the video delivery process and on the Adtech components. Finally, the new-gen SSAI must also provide monitoring features to be integrated in an overall technical supervision ecosystem.

New technologies are reaching the market to help streaming services overcome the current challenges of ad-blocking, latency, transparency, multi-platforms distributions, and device fragmentation. The right solution, such as Ad Insertion Platform’s Server-Side Ad Insertion technology and its Ad Break Composer can enable streaming platforms to explore new revenue streams by maximising their premium OTT ad inventory value but also by viewing and deeply understanding how their OTT platform is performing.

The ultimate benefit for broadcasters, publishers, rightsholders and content-owners is a comprehensive, transparent, monetisation solution seamlessly delivering ad-supported video content to multiple platforms – while enhancing, not detracting from, the viewer experience.

Original Article

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Privacy Policy


Last updated November 24, 2020

Thank you for choosing to be part of our community at Ad Insertion Platform Sàrl ("company", "we", "us", "our"). We are committed to protecting your personal information and your right to privacy. If you have any questions or concerns about our policy, or our practices with regards to your personal information, please contact us at

When you visit our website, and use our services, you trust us with your personal information. We take your privacy very seriously. In this privacy notice, we describe our privacy policy. We seek to explain to you in the clearest way possible what information we collect, how we use it and what rights you have in relation to it. We hope you take some time to read through it carefully, as it is important. If there are any terms in this privacy policy that you do not agree with, please discontinue use of our Sites and our services.

This privacy policy applies to all information collected through our website (such as, and/or any related services, sales, marketing or events (we refer to them collectively in this privacy policy as the "Sites").

Please read this privacy policy carefully as it will help you make informed decisions about sharing your personal information with us.




Personal information you disclose to us

In Short:  We collect personal information that you provide to us such as name, address, contact information, passwords and security data, and payment information.

We collect personal information that you voluntarily provide to us when registering at the Sites expressing an interest in obtaining information about us or our products and services, when participating in activities on the Sites or otherwise contacting us.

The personal information that we collect depends on the context of your interactions with us and the Sites, the choices you make and the products and features you use. The personal information we collect may include the following:

Name and Contact Data.  We collect your first and last name, email address, postal address, phone number, and other similar contact data.

Credentials.  We collect passwords, password hints, and similar security information used for authentication and account access.

Payment Data. We collect data necessary to process your payment if you make purchases, such as your payment instrument number (such as a credit card number), and the security code associated with your payment instrument. All payment data is stored by our payment processor and you should review its privacy policies and contact the payment processor directly to respond to your questions.

All personal information that you provide to us must be true, complete and accurate, and you must notify us of any changes to such personal information.

Information automatically collected

In Short:  Some information — such as IP address and/or browser and device characteristics — is collected automatically when you visit our Sites.

We automatically collect certain information when you visit, use or navigate the Sites. This information does not reveal your specific identity (like your name or contact information) but may include device and usage information, such as your IP address, browser and device characteristics, operating system, language preferences, referring URLs, device name, country, location, information about how and when you use our Sites and other technical information. This information is primarily needed to maintain the security and operation of our Sites, and for our internal analytics and reporting purposes.

Like many businesses, we also collect information through cookies and similar technologies.

Information collected from other sources

In Short:  We may collect limited data from public databases, marketing partners, and other outside sources.

We may obtain information about you from other sources, such as public databases, joint marketing partners, as well as from other third parties. Examples of the information we receive from other sources include: social media profile information; marketing leads and search results and links, including paid listings (such as sponsored links).


In Short:  We process your information for purposes based on legitimate business interests, the fulfillment of our contract with you, compliance with our legal obligations, and/or your consent.

We use personal information collected via our Sites for a variety of business purposes described below. We process your personal information for these purposes in reliance on our legitimate business interests ("Business Purposes"), in order to enter into or perform a contract with you ("Contractual"), with your consent ("Consent"), and/or for compliance with our legal obligations ("Legal Reasons"). We indicate the specific processing grounds we rely on next to each purpose listed below.

We use the information we collect or receive:
  • To send you marketing and promotional communications. We and/or our third party marketing partners may use the personal information you send to us for our marketing purposes, if this is in accordance with your marketing preferences. You can opt-out of our marketing emails at any time (see the "WHAT ARE YOUR PRIVACY RIGHTS" below).

  • For other Business Purposes. We may use your information for other Business Purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Sites, products, services, marketing and your experience.


In Short:  We only share information with your consent, to comply with laws, to provide you with services, to protect your rights, or to fulfill business obligations.

We may process or share your data that we hold based on the following legal basis:
  • Consent: We may process your data if you have given us specific consent to use your personal information for a specific purpose.
  • Legitimate Interests: We may process your data when it is reasonably necessary to achieve our legitimate business interests.
  • Performance of a Contract: Where we have entered into a contract with you, we may process your personal information to fulfill the terms of our contract.
  • Legal Obligations: We may disclose your information where we are legally required to do so in order to comply with applicable law, governmental requests, a judicial proceeding, court order, or legal process, such as in response to a court order or a subpoena (including in response to public authorities to meet national security or law enforcement requirements).
  • Vital Interests: We may disclose your information where we believe it is necessary to investigate, prevent, or take action regarding potential violations of our policies, suspected fraud, situations involving potential threats to the safety of any person and illegal activities, or as evidence in litigation in which we are involved.
More specifically, we may need to process your data or share your personal information in the following situations:
  • Business Transfers. We may share or transfer your information in connection with, or during negotiations of, any merger, sale of company assets, financing, or acquisition of all or a portion of our business to another company.
  • Vendors, Consultants and Other Third-Party Service Providers. We may share your data with third party vendors, service providers, contractors or agents who perform services for us or on our behalf and require access to such information to do that work. Examples include: payment processing, data analysis, email delivery, hosting services, customer service and marketing efforts. We may allow selected third parties to use tracking technology on the Sites, which will enable them to collect data about how you interact with the Sites over time. This information may be used to, among other things, analyze and track data, determine the popularity of certain content and better understand online activity. Unless described in this Policy, we do not share, sell, rent or trade any of your information with third parties for their promotional purposes.
  • Affiliates. We may share your information with our affiliates, in which case we will require those affiliates to honor this privacy policy. Affiliates include our parent company and any subsidiaries, joint venture partners or other companies that we control or that are under common control with us.
  • Business Partners. We may share your information with our business partners to offer you certain products, services or promotions.


In Short:  We only share information with the following third parties.

We only share and disclose your information with the following third parties. We have categorised each party so that you may be easily understand the purpose of our data collection and processing practices. If we have processed your data based on your consent and you wish to revoke your consent, please contact us.
  • Content Optimisation
Google Site Search
  • Functionality and Infrastructure Optimisation
GitHub Pages and Google Cloud Storage
  • Retargeting Platforms
Google Analytics Remarketing
  • Social Media Sharing and Advertising
LinkedIn advertising and LinkedIn social plugins
  • Web and Mobile Analytics
Google Analytics


In Short:  We may use cookies and other tracking technologies to collect and store your information.

We may use cookies and similar tracking technologies (like web beacons and pixels) to access or store information. Specific information about how we use such technologies and how you can refuse certain cookies is set out in our Cookie Policy.


In Short:  We keep your information for as long as necessary to fulfill the purposes outlined in this privacy policy unless otherwise required by law.

We will only keep your personal information for as long as it is necessary for the purposes set out in this privacy policy, unless a longer retention period is required or permitted by law (such as tax, accounting or other legal requirements). No purpose in this policy will require us keeping your personal information for longer than 2 years past the termination of the user's account.

When we have no ongoing legitimate business need to process your personal information, we will either delete or anonymize it, or, if this is not possible (for example, because your personal information has been stored in backup archives), then we will securely store your personal information and isolate it from any further processing until deletion is possible.


In Short:  We aim to protect your personal information through a system of organisational and technical security measures.

We have implemented appropriate technical and organisational security measures designed to protect the security of any personal information we process. However, please also remember that we cannot guarantee that the internet itself is 100% secure. Although we will do our best to protect your personal information, transmission of personal information to and from our Sites is at your own risk. You should only access the services within a secure environment.


In Short:  We do not knowingly collect data from or market to children under 18 years of age.

We do not knowingly solicit data from or market to children under 18 years of age. By using the Sites, you represent that you are at least 18 or that you are the parent or guardian of such a minor and consent to such minor dependent’s use of the Sites. If we learn that personal information from users less than 18 years of age has been collected, we will deactivate the account and take reasonable measures to promptly delete such data from our records. If you become aware of any data we may have collected from children under age 18, please contact us at


In Short:  In some regions, such as the European Economic Area, you have rights that allow you greater access to and control over your personal information. You may review, change, or terminate your account at any time.

In some regions (like the European Economic Area), you have certain rights under applicable data protection laws. These may include the right (i) to request access and obtain a copy of your personal information, (ii) to request rectification or erasure; (iii) to restrict the processing of your personal information; and (iv) if applicable, to data portability. In certain circumstances, you may also have the right to object to the processing of your personal information. To make such a request, please use the contact details provided below. We will consider and act upon any request in accordance with applicable data protection laws.

If we are relying on your consent to process your personal information, you have the right to withdraw your consent at any time. Please note however that this will not affect the lawfulness of the processing before its withdrawal.
If you are a resident in the European Economic Area and you believe we are unlawfully processing your personal information, you also have the right to complain to your local data protection supervisory authority. You can find their contact details here:

Account Information

If you would at any time like to review or change the information in your account or terminate your account, you can:
  • Contact us using the contact information provided.
Upon your request to terminate your account, we will deactivate or delete your account and information from our active databases. However, some information my be retained in our files to prevent fraud, troubleshoot problems, assist with any investigations, enforce our Terms of Use and/or comply with legal requirements.

Cookies and similar technologies: Most Web browsers are set to accept cookies by default. If you prefer, you can usually choose to set your browser to remove cookies and to reject cookies. If you choose to remove cookies or reject cookies, this could affect certain features or services of our Sites. To opt-out of interest-based advertising by advertisers on our Sites visit

Opting out of email marketing: You can unsubscribe from our marketing email list at any time by clicking on the unsubscribe link in the emails that we send or by contacting us using the details provided below. You will then be removed from the marketing email list — however, we will still need to send you service-related emails that are necessary for the administration and use of your account. To otherwise opt-out, you may:
  • Contact us using the contact information provided.


Most web browsers and some mobile operating systems and mobile applications include a Do-Not-Track ("DNT") feature or setting you can activate to signal your privacy preference not to have data about your online browsing activities monitored and collected. No uniform technology standard for recognizing and implementing DNT signals has been finalized. As such, we do not currently respond to DNT browser signals or any other mechanism that automatically communicates your choice not to be tracked online. If a standard for online tracking is adopted that we must follow in the future, we will inform you about that practice in a revised version of this Privacy Policy.


In Short:  Yes, if you are a resident of California, you are granted specific rights regarding access to your personal information.

California Civil Code Section 1798.83, also known as the "Shine The Light" law, permits our users who are California residents to request and obtain from us, once a year and free of charge, information about categories of personal information (if any) we disclosed to third parties for direct marketing purposes and the names and addresses of all third parties with which we shared personal information in the immediately preceding calendar year. If you are a California resident and would like to make such a request, please submit your request in writing to us using the contact information provided below.

If you are under 18 years of age, reside in California, and have a registered account with the Sites, you have the right to request removal of unwanted data that you publicly post on the Sites. To request removal of such data, please contact us using the contact information provided below, and include the email address associated with your account and a statement that you reside in California. We will make sure the data is not publicly displayed on the Sites, but please be aware that the data may not be completely or comprehensively removed from all our systems.


In Short:  Yes, we will update this policy as necessary to stay compliant with relevant laws.

We may update this privacy policy from time to time. The updated version will be indicated by an updated "Revised" date and the updated version will be effective as soon as it is accessible. If we make material changes to this privacy policy, we may notify you either by prominently posting a notice of such changes or by directly sending you a notification. We encourage you to review this privacy policy frequently to be informed of how we are protecting your information.


If you have questions or comments about this policy, you may contact our Data Protection Officer (DPO), Jessica, by email at, or by post to:

Ad Insertion Platform Sàrl
Rue Centrale 9, 1003 Lausanne, Switzerland
Lausanne, Vaud 1003


Based on the applicable laws of your country, you may have the right to request access to the personal information we collect from you, change that information, or delete it in some circumstances. To request to review, update, or delete your personal information, please submit a request form by clicking here. We will respond to your request within 30 days.
This privacy policy was created using Termly’s Privacy Policy Generator.

Terms and conditions

Terms and Conditions for Ad Insertion Platform Sàrl (AIP)


These Website Standard Terms and Conditions written on this webpage shall manage your use of our website, accessible at These Terms will be applied fully and affect to your use of this Website. By using this Website, you agreed to accept all terms and conditions written in here. You must not use this Website if you disagree with any of these Website Standard Terms and Conditions. Minors or people below 18 years old are not allowed to use this Website.

Intellectual Property Rights

Other than the content you own, under these Terms, AIP and/or its licensors own all the intellectual property rights and materials contained in this Website. You are granted limited license only for purposes of viewing the material contained on this Website.


You are specifically restricted from all of the following:

* publishing any Website material in any other media;

* selling, sublicensing and/or otherwise commercializing any Website material;

* publicly performing and/or showing any Website material;

* using this Website in any way that is or may be damaging to this Website;

* using this Website in any way that impacts user access to this Website;

* using this Website contrary to applicable laws and regulations, or in any way may cause harm to the Website, or to any person or business entity;

* engaging in any data mining, data harvesting, data extracting or any other similar activity in relation to this Website;

* using this Website to engage in any advertising or marketing.

Certain areas of this Website are restricted from being access by you and AIP further restricts access by you to any areas of this Website, at any time, in absolute discretion. Any user ID and password you may have for this Website are confidential and you must maintain confidentiality as well.

No warranties

This Website is provided “as is,” with all faults, and AIP express no representations or warranties, of any kind related to this Website or the materials contained on this Website. Also, nothing contained on this Website shall be interpreted as advising you.

Limitation of liability

In no event shall AIP, nor any of its officers, directors and employees, shall be held liable for anything arising out of or in any way connected with your use of this Website whether such liability is under contract. AIP, including its officers, directors and employees shall not be held liable for any indirect, consequential or special liability arising out of or in any way related to your use of this Website.


You hereby indemnify to the fullest extent AIP from and against any and/or all liabilities, costs, demands, causes of action, damages and expenses arising in any way related to your breach of any of the provisions of these Terms.


If any provision of these Terms is found to be invalid under any applicable law, such provisions shall be deleted without affecting the remaining provisions herein. Variation of Terms AIP is permitted to revise these Terms at any time as it sees fit, and by using this Website you are expected to review these Terms on a regular basis.


AIP is allowed to assign, transfer, and subcontract its rights and/or obligations under these Terms without any notification. However, you are not allowed to assign, transfer, or subcontract any of your rights and/or obligations under these Terms.

Entire Agreement

These Terms constitute the entire agreement between AIP and you in relation to your use of this Website, and supersede all prior agreements and understandings.

Governing Law & Jurisdiction

These Terms will be governed by and interpreted in accordance with the laws of Switzerland, and you submit to the non-exclusive jurisdiction of the state and federal courts located in Switzerland for the resolution of any disputes.