SGAI: a new frontier in dynamic ad insertion

The merits of server-guided ad insertion (SGAI) were one of the big ad-tech talking points at this year’s IBC, but does the technology represent a step change for publishers?

Choosing the best way to insert addressable adverts into streams is one of the key technology dilemmas currently facing ad-supported streaming services.

Server-side ad insertion is often seen as the lynchpin of ad-tech in the streaming age, as media companies look to grow digital revenues to offset linear TV’s decline.

Historically, ads in OTT have either been inserted into a stream by the client (at the player or device level), or stitched into the stream by the server, without the need for client-side integration...

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IBC Content Everywhere: What to expect at IBC2025

In September, the media and entertainment industry will once again be heading to the RAI Amsterdam for the annual IBC event. The Content Everywhere zone remains at the heart of IBC’s coverage of the ever-expanding OTT and streaming scene, and this year spans Halls 4 and 5. The monthly Content Everywhere newsletter tracks companies in the streaming sector throughout the year, offering insights into latest trends and developments. As in previous years, the August issue provides an overview of what Content Everywhere companies hope and expect to see at IBC as they roam the show floors, attend conferences and meet their peers.

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