![]() The challenge of monetizing over-the-top (OTT) video content will only continue to grow as viewership on connected devices increases. The cloud is uniquely well suited to creating millions of individually tailored manifests of content and advertising for live-streamed events.įor broadcasters and video content providers, an inherent tension exists between the need to deliver a premium viewing experience – complete with start-over and time-shifted TV functionality – and to monetize streaming video offerings and services. The key to managing viewer variances is in encoding and packaging that can be virtualized for rapid deployment and hosted in a cloud infrastructure for quick auto-scaling.īecause dedicated single path hardware encoders and packagers lack flexibility, the practical solution is to spin up instances of cloud-based video processing as they are needed. For example, viewership for a closely played game may remain steady for much of the contest, then surge by hundreds of thousands of new viewers during the last few minutes. ![]() When events are underway, the number of concurrent viewers can vary greatly and unpredictably. Cloud-based video processing with a server-side ad insertion integration is one way broadcasters can scale to meet audience demand. To cope with fluctuations in demand for just-in-time server-side ad insertion, a highly scalable architecture is required – particularly for broadcasters that must deal with the sharp peaks in demand that breaking news, sports events and popular TV series bring. Different ad standards (VAST, MAP), ad servers, origin servers, and player environments complicate server-side ad insertion workflows.Reporting and custom player behavior requires clients to know an ad has been played.Personalized manifests are not cacheable.Server-side ad insertion requires a highly scalable origination service.Server-side ad insertion may also be referred to as dynamic ad insertion, or ad stitching.īy whatever name it is known, server-side ad insertion is difficult to get right for numerous reasons: Server-side ad insertion is a combination of manifest manipulation, ad server communication, and ad bitrate and resolution normalization, all of which happens on the server-side before presenting a manifest to clients.
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