Norigin Media and German R&D institute Fraunhofer FOKUS have completed a joint ad substitution trial.
The two have now formed a new partnership that will offer the technology to pay-TV operators, giving them the option to detect and replace advertisements on premium streaming services.
Norigin’s AdScan is an ad detection solution that can be used when SCTE35 markers are not available on OTT streaming services. The AI-based tool creates cue points that are used to identify and highlight ad breaks in the player, allowing pay-TV companies to improve the UX in the player itself, and offer personalised and relevant ad experiences.
“It is always a pleasure working with the team at Fraunhofer FOKUS,” says Ajey Anand, CEO of Norigin Media. “Both Norigin and Fraunhofer are happy to offer this solution to address an end-to-end AdTech offer that can be used by all Pay TV Operators who plan AVoD services in the future.”
Fraunhofer FOKUS has implemented a DAI workflow based on the cue points provided by AdScan. The trial seamlessly integrates with ad-insertion platform serverside.ai by replacing the initial ads through server-side ad stitching. An ad technology stack for server-side ad-insertion in MPEG-DASH and HLS, developed by Fraunhofer FOKUS, supports both live linear and on-demand content.
Robert Seeliger, DAI Lead at Fraunhofer FOKUS, said: “Automated and reliable creation of ad cue points for OTT content will create new potential for content monetization for platform and streaming providers. Together with our partners Norigin Media and serverside.ai, we have shown that DAI workflows can easily be built upon ad detection solutions – when SCTE35 markers are not available in the source content.”
Norigin customers have included Deutsche Telekom, Orange Group, Telenor, FOX, BBC, MTV, Eurosport and Bonnier Broadcasting.