Ad blocking is a financial constraint for many publishers that monetize their video content.Publishers are losing ad revenue as their video content not reached to the audience as the installation of ad blockers by consumers is increasing at higher rate especially on mobile devices. Dynamic ad insertion can help the publishers with ad blocking challenges as the ads fully integrated into the video stream, and the ad blockers cannot distinguish between the content and the ads.
Dynamic Ad Insertion and ad stitching technology help the viewers to see only the ads that they like.The advantages of dynamic ad insertion are cost saving, ad server support, HD support and ad break insertion.Dynamic ad insertion helps the networks and the publishers to show different ads to different target audience based on characteristics.
Video Ad Insertion
Video advertising has become very crucial and is now a part of any digital marketing strategy. However, while the content provider wants maximum revenue from the video advertising, ad blockers are coming in between the content and the consumer.Server side ad insertion can help show the video ads without causing any interruption to the user.
In video ad insertion, the ads are stitched to the video file prior to delivery of content.This helps in preventing ad blocking as the ad blockers cannot differentiate between the content and the ad.There are some disadvantages with video ad insertion and one of them is that there will not be any skip buttons.
Server side ad stitching
Server Side Ad stitching which also known as the ad is stitching is said to be the solution for overcoming ad blocking, user experience, video ad monetisation and other challenges.
The publisher will be able to stitch the video and ad content on CMS level rather on the browser level. CMS is getting popular as the publishers now are more concerned about ad blocking.This technology, however, is not just to solve the ad blocking challenge.
This was created to solve the problems related to video advertising.Cost per thousand or CPM is higher for premium video formats, and the publisher wants to meet viewability thresholds.Server-side Ad insertions can make the ad blockers blind.This technology also improves the experience of publishers, advertisers and also users.
Server side ad insertion has many advantages, and few of them mentioned here.It improves the experience for the viewers.Video buffering puts off a consumer and server-side ad insertion eliminate buffering. It delivers the content better and can improve engagements and improve the bond between the advertisers and the consumers.
Client-side Ad insertion is also not the solution for all ad serving challenges. Client side ad insertion is not suitable for live broadcasts such as sports or news programs.
A lot of per-platform code is required by the client-side ad insertion.Client-side ad insertion required the client servers to connect with agency server and marketer servers to decide to serve the advertising content to the individual.
The complexity of the flow gives a chance for the ad blocker to come into the way.Server-side ad insertion is a better approach and the ad blockers cannot easily come between the ad and the content.
Ad insertion technology provides more options for the publishers to monetize their video content and also to improve the user experience. Is done both on the client side and the server side. However, there are differences between both of these, and the publisher has to decide when to the user the CSAI and when to user SSAI.