Telstra subsidiary Ooyala now offers live server-side ad insertion (SSAI) for broadcasters and media companies distributing live, ad-supported video. A part of Ooyala Live and its ad-serving platform Ooyala Pulse, the technology provides smooth transitions between ads and content during live feeds for seamless, TV-like playback.
“SSAI helps circumvent ad blockers so customers can reclaim lost revenue. Unique to Ooyala’s SSAI technology is its focus and method to deliver hyper-personalised ad experiences to live-streaming audiences,” the vendor says.
Ooyala’s SSAI technology allows publishers and advertisers to merge programming and personalised advertisements into a single video stream. As a result, the video content and advertising play continuously, eliminating any buffer time or latency between the content and ads. There is no distinction between where the content ends and the ads begin, which prevents video advertising from being blocked.
This is Ooyala’s second solution for circumventing ad blockers in addition to Ooyala Unlock, its widely deployed anti-ad blocking technology for premium content providers using client-side ad delivery.
Ooyala’s live SSAI technology personalizes every ad, for every user, on any device – whether the user is watching live or catching up in DVR mode. The most relevant ad is delivered based upon the individual’s viewing environment.
“Our unique approach calculates numerous data points including device type, location, IP, content watched, user interest, time of day, browser and operating system, as well as demographic data through data-management platform (DMP) integrations,” the company says. “It also applies frequency capping, preventing viewers from being delivered the same ad over and over again.
“Now, with Ooyala Pulse, premium publishers and broadcasters can deliver personalised advertising and track campaign success with ad-impression reporting on either the server side or client side.”
Ooyala Live gives broadcasters and media companies full control over their live stream and ad experience. Customers can set their ad-monetised stream to auto-detect ad markers, dictating when the stream needs to cut to an ad break and back again, or manually manage the process due to unforeseen events such as a power outages or a delay in a sports game. Ooyala Live also allows customers to insert slates into ad breaks when the length of ads may not match the length of an ad break, ensuring no airtime is misused or delivered without content.
“There is no question that live video is booming. Server-side ad insertion is a critical and necessary component for the future of its growth,” says Ooyala Senior Director of Global Product Management, Jonas Flodh. “Today’s viewers expect true, TV-like experiences, whether it is on a smartphone, tablet or connected TV. With Ooyala, customers can now deploy, track and monetize live content all through a single and simple-to-use platform.”