21923 - SCTE Broadband Aug2023 COMPLETE v1 (1)

90 Vol. 45 No. 3 - September 2023 Issue by Ahmed Swidan, Director of Personalised TV, Ateme SSAI Benefits Introduction In this multi-screen world, viewers demand access to high- quality content in live, catch-up and VOD watch modes, on all devices. Meeting this demand requires business models that ensure consistent profitability in the highly competitive media and entertainment industry. Targeted advertising revenue has for a while been a key focus for content and service providers, as it provides high profit potential. Nevertheless, reaching advertising audiences across all platforms and all content types is a challenge for many operators, programmers and broadcasters. This challenge will only increase as content and service providers advance their monetisation strategies, while having to ensure compliance with ever-evolving content and monetisation rights contracts. Because it is independent from the viewers’ devices, server-side ad insertion is the smart choice for monetising your content and engaging and retaining viewers. Server-side Ad Insertion: The Basics Server-side ad insertion (SSAI or Dynamic Ad Insertion) technology plays a vital role in re-shaping the way content is monetised in a fragmented consumption landscape. SSAI is for Streaming Stakeholders technical Figure 1