21923 - SCTE Broadband Aug2023 COMPLETE v1 (1)

92 Vol. 45 No. 3 - September 2023 Issue technical SSAI offers the following key benefits when compared to CSAI: 1. Increases Revenue SSAI is a premium way to deliver ads, so, advertisers pay more for SSAI inventory. It also allows for frame- accurate ad break personalisation in live content, proven cumbersome for CSAI. 2. Perfects the User Experience SSAI ads are inserted with frame accuracy and don’t buffer before playback. Ads are also transcoded to match the resolution and bitrate of content they are being stitched into to avoid quality perception differences. 3. Increases Ad Reach Unlike the lengthy integration projects needed to adjust CSAI on each viewing device, SSAI ads run smoothly right out of the box on any HLS- or DASH-compliant device. 4. Overcomes Ad Blockers CSAI ads are easily thwarted by ad blockers. SSAI adds immunity to ad blockers as viewers receive a single content stream with previously personalised ads stitched in. This technique overcomes the mechanism used by ad blockers. 5. Generates Accurate Granular Reporting The more details advertisers receive on their campaign performance, the more they are willing to pay. Ateme’s SSAI solution generates accurate and granular reporting that advertisers can trust to measure key campaign delivery and performance metrics. The DAI Business Case Efficient Inventory Split We all know that targeted advertising increases revenue for content and service providers, but why is this the case? To answer this question, we need to look at how advertising inventories have been sold historically and how targeted advertising with SSAI can generate this revenue uplift. Traditional linear TV advertising has existed for decades. It is sold and bought with “spot” currency. A spot model is where advertisers choose a particular ad spot on a TV channel that occurs at a specific time of day or during a programme that attracts the same audience the advertiser wants to target. This is commonly referred to as a “spray-and-pray” model, where the advertiser buys a spot that goes out to the entire channel audience throughout the country or worldwide with the hope that some viewers will be interested in the advertised product or service. Viewers who see the ad and are outside the advertiser’s target group are considered “campaign waste”. With targeted advertising, the model is different. Advertisers buy specific audience campaigns with characteristics matching their potential customers. For example, if an advertiser wanted to target males aged 25-35, interested in sports and living in New York, they would buy a campaign with these target parameters. Their ad would only be shown to viewers matching these criteria. This eliminates the inefficiency of showing the ad to viewers outside the advertiser’s target audience, i.e., campaign waste, and reduces costs while reaching the same business objective. Figure 4