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SGAI on Auvio at the 2026 FIFA World Cup
2026 FIFA World Cup: RMB, RTBF and Ad Insertion Platform launch a new era of video advertising with SGAI on Auvio
LAUSANNE, Switzerland, June 30, 2026 – During the 2026 FIFA World Cup, and particularly during the Belgium–Egypt match on 15 June, video streaming entered a new advertising era on Auvio. RMB, RTBF and their technology partner AIP have deployed SGAI (Server-Guided Ad Insertion) on the platform for the first time, a major innovation in how advertising is inserted and measured in video streams.
SGAI combines the best of SSAI (Server-Side Ad Insertion) and client-side insertion. In practice, it keeps the video stream continuous and smooth while giving the player back the ability to run and measure campaigns far more precisely. Where SSAI delivered robustness and a smooth viewing experience but fell short on data, tracking and transparency, SGAI finally brings together a premium user experience and advanced marketing performance in video streaming.

What it means for viewers and advertisers: • A seamless viewing experience, with perfectly synchronized ad-break replacement across both live and replay content. • Stronger measurement and transparency, with more precise tracking signals (impressions, quartiles, completion, interactions) sent straight from the player, without the need for additional third-party SDKs. • Reliable ad replacement across live streams with extended rewind functionality (long manifests and multi-hour DVR windows), including monetization of previously viewed ad breaks when audiences rewind content. • Enhanced targeting and personalization, tailoring messages to context, screen and audience. • Stronger interoperability with digital standards (tracking, interactivity, verification, addressability), closely matching what the programmatic market expects. • Unified management of ad inventory across live, replay and VOD. • Advanced handling of business rules, compliance requirements and ad routing, powered by AdBlendr and its SGAI interface.
For advertisers, that means more reliable KPIs, better attribution and far more granular, data-driven control of video ad spend. Campaigns can be optimized in real time, with more relevant ad experiences that sit more naturally within the content and align more closely with international digital standards.
This positions RMB, RTBF and AIP among the global pioneers of SGAI. At this stage, only a handful of global streaming players have begun rolling out comparable approaches at scale. The three partners had already made their mark at the previous World Cup with advanced ad-replacement capabilities on Auvio.
Laurent Potesta, CEO of Ad Insertion Platform: “This long-standing partnership with RMB and RTBF lets us go beyond technological innovation and turn emerging concepts into concrete, working solutions. The close collaboration between our teams, combined with highly complementary expertise, demonstrates our ability to turn innovation into operational reality. Deploying this technology in production during a major live event demonstrates the maturity and readiness of the approach: to our knowledge, it is the first publicly documented SGAI deployment at a major broadcaster, combining server-guided insertion and advanced ad routing through a commercially available platform rather than a bespoke in-house implementation. The launch of AdBlendr on Auvio captures our shared ambition: to advance video advertising standards, deliver productized solutions that reach the market quickly, and open up new monetization opportunities for the entire streaming ecosystem.”
Valérie Janssens, Director Media, Data & Tech, RMB:“Bringing SGAI to Auvio took several months of close work between the technical teams at RMB and RTBF, with the expertise and professionalism of AIP, our trusted technology partner for several years now. SGAI unlocks significant opportunities, including new premium monetization models, improved value from live and on-demand inventory, and faster deployment of innovative video formats and experiences. We’re proud to play our part in delivering video advertising that is smarter, more measurable and more respectful of the viewer, for the benefit of the whole ecosystem.”
Christophe Chantraine, Director of Digital Publications, RTBF: “We too often see monetization and public service presented as opposing objectives, as if one must come at the expense of the other. We believe the opposite is true. Advertising that is better integrated, more respectful of viewing habits, and more precisely measurable allows us to create greater value from our inventory while delivering a smoother experience for our audiences. The deployment of SGAI, combined with the developments planned for Auvio in the coming months, gives us the means to fully deliver on our ambition: to offer a high-quality, free platform that serves all RTBF audiences.”

About RMB
RMB is one of Belgium’s leading multimedia advertising sales houses, connecting advertisers with audiences through premium media brands across television, radio, cinema, and digital platforms. Serving international, national, regional, and local advertisers, RMB helps brands maximize campaign performance through innovative advertising, content, and data-driven solutions. Through its Content Agency, Slice, RMB also creates and produces engaging content, including video, audio, podcasts, live streaming, and influencer marketing campaigns. rmb.be
About RTBF
RTBF is Belgium’s French-speaking public service broadcaster, serving audiences across television, radio, digital platforms, and streaming services. Guided by its public service mission to inform, educate, and entertain, RTBF delivers trusted news, cultural, sports, and entertainment content to audiences throughout the Federation Wallonia-Brussels. Through its broad portfolio of media brands and digital services, including Auvio, RTBF reaches millions of viewers, listeners, and users every day while promoting diversity, creativity, and innovation. rtbf.be
About Ad Insertion Platform
Ad Insertion Platform (AIP) has been delivering dynamic ad insertion infrastructure for the broadcast and streaming industry since 2007. Publishers and operators worldwide use AIP’s solutions to maximise ad revenue across live, VOD, and FAST channels - with the flexibility to integrate into any existing ecosystem. Its DAIConnect® SSAI solution enables precise, scalable ad insertion across OTT and streaming platforms. AdBlendr, AIP’s new Server-Guided Ad Insertion (SGAI) product, extends that capability to support one-to-one addressability and next-generation ad formats including Pause ads, Squeezebacks, Overlays, and L-shaped ads. Headquartered in Lausanne, Switzerland. adinsertplatform.com
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