The DVB Project has launched an industry survey to map how addressable advertising is being deployed across broadband streaming services, with findings expected to feed into future DVB standardisation work.
The initiative targets broadcasters, streaming platforms, ad tech providers, device makers and network operators, as DVB looks to capture real-world approaches spanning client-side and server-side ad insertion (CSAI and SSAI) alongside emerging Server-Guided Ad Insertion (SGAI) models. DVB said there is limited shared understanding of how widely SGAI is deployed, what problems it is intended to solve, and how it stacks up commercially and operationally against established workflows.
Questions cover technical architecture, service scope across live and on-demand, supported ad formats and devices, accessibility considerations and interoperability challenges. Responses are invited from any organisation active in broadband streaming or advertising technology, with submissions due by 31 March 2026.
