Server-Side Ad Insertion (SSAI)

Server-side ad insertion (SSAI) – also known as dynamic ad insertion – enables the seamless delivery of video ads into content streamed on internet-enabled devices.

Users stream video or OTT content on internet-enabled devices via content delivery networks (CDNs). When a user reaches an ad break, the SSAI server requests ads from third-party ad servers. The SSAI server then stitches those ads – at the same bitrate, frame rate and audio level as the underlying stream – directly into the content, which is passed back to the viewing device via the CDN.

By integrating content and ads into one continuous stream, SSAI provides a seamless viewing experience, similar to a traditional advertising break. Through its partnership with Yospace, smartclip offers SSAI technology that makes it possible to exchange and insert TV spots on the fly, so broadcasters can increase yield from linear streams within OTT and web environments.

How it works: 

• Video player requests content: A user’s video player requests a video stream (e.g., a live sports event or a VOD movie).
• Intermediate ad stitcher gets involved: Instead of going directly to the video’s source, the request is intercepted by a dedicated server (the ad stitcher). This server fetches both the video content and the ads.
• Stitcher selects ads: The ad stitcher acts like an ad server, running an auction and selecting the most appropriate ads based on targeting criteria.
• Ads & content are combined: The stitcher “stitches” the selected ads directly into the main video stream. It creates a single, seamless video file that contains both the ads and the programming.
• Single stream is delivered: This combined stream is sent to the user’s video player. The player is unaware that the ads were inserted separately and plays everything as one continuous video.

Explore the Topic Further:
AdExplainer: What Is Server-Side Ad Insertion (SSAI)?
IAB Tech Lab – Programmatic Guide