Server-Side Ad Insertion: Bringing Significant Value to Multiscreen Advertising

Over the last few years, there has been a massive shift from traditional television to multiscreen viewing. In fact, recent research from Digital TV Research found that by 2020, 3.98 billion people will watch video content via a PC or laptop over a fixed broadband connection. As multiscreen television viewing becomes ubiquitous, broadcasters today are looking to get better value out of their content and improve upon the television viewer experience. Targeted advertising has emerged as a way to achieve those goals. By delivering targeted content to users at a personal level on second-screen devices like smartphones, tablets, and PCs, new revenue can be explored and viewer satisfaction increased. Yet, the ad insertion method that is being utilized in the majority of OTT multiscreen use cases (i.e., client-side ad insertion) has major limitations.

This article explains the challenges TV networks face when using client-side ad insertion, taking a look at…

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