Irdeto has launched a new server-side ad insertion system, designed to deliver targeted and personalized ads during live events and on linear channels.
The Amsterdam-based company says it already has its first customer fully operational, delivering targeted ads at scale to its online video subscribers across all connected platforms.
Shane McCarthy, COO of Video Entertainment at Irdeto, said: “With this new solution we empower streaming platforms to explore new revenue streams by maximizing the value of their premium OTT ad inventory.”
Irdeto SSAI creates an individualised media stream for segments of viewers to get personalised and targeted advertisements. This is done by modifying the original streaming manifest (the set of instructions for how the video player locates and plays video files), for each viewer. Each ad decision is based on the viewer’s information and profile, such as past viewing history, demographics, and geographical location, which is then matched to an ad in the ad server which is targeted to a viewer audience with a similar profile. When an ad profile is detected by Irdeto SSAI, the selected ad is then added into the content stream before it reaches the viewer’s playback device.
