This addition to its sophisticated advertising technology stack is a part of the company’s App Platform frontend framework. The new feature aims to elevate monetisation opportunities during live broadcasts.

Enhancing Server-Side Ad Insertion Capabilities

The SCTE-35 Marker Inserter emerged from client discussions and market research, marking a significant improvement in Server-Side Ad Insertion (SSAI) for live streams. This advancement is particularly beneficial for channels lacking SCTE-35 markers at the point of broadcast, offering them a pathway to mid-roll advertising monetisation. Lewis Arthur, Simplestream’s Chief Product Officer, highlighted the importance of mid-roll ads in digital live stream revenue, noting they account for a significant portion compared to pre-roll ads.

Technical Details and Workflow

The system leverages metadata from detailed playout schedules, automating the detection of ad breaks and the insertion of SCTE-35 markers during live stream encoding. This ensures ad placements respect the original broadcast schedule, maintaining consistency with the television broadcast and accommodating real-time adjustments.

Through the use of Simplestream’s Encoding API, the tool replaces existing in-stream ads with more lucrative programmatic or direct digital advertisements. This automation is a part of Simplestream’s Media Manager backend, requiring no manual intervention.

Compatibility and Compliance

The SCTE-35 Marker Inserter is designed to be compatible with any ad server or advertising partner, supporting VAST and VPAID tags and adhering to IAB standards. It also includes features like advert fallback slates and start/stop bumpers, making it a versatile solution for digital advertising.

Arthur emphasized the company’s commitment to enhancing monetisation avenues for its clients, offering a streamlined, automated solution for integrating mid-roll advertising in live streams without existing SCTE-35 markers.

Background on SCTE-35

The SCTE-35 standard, established in 2001, serves as the foundational signaling protocol for advertising and program management in digital content distribution. Simplestream’s initiative represents a forward-thinking application of this standard to modern streaming challenges.

News source: https://www.simplestream.com/