Broadcasters need SSAI to provide viewers with a seamless and uninterrupted ad experience while maximizing revenue and combating ad blockers.

Server-side ad insertion (SSAI) is a technology that enables broadcasters to insert ads into video streams on the server side, before the video is delivered to the viewer’s device.

Broadcasters use Server-Side Ad Insertion (SSAI) for several important reasons

Improved user experience

  • SSAI delivers ads seamlessly into the video stream, resulting in a less interruptive and more TV-like viewing experience for viewers. This can lead to increased viewer engagement and satisfaction.

Reduced ad blocking

  • SSAI inserts ads on the server side, before the video stream is delivered to the viewer’s device. This makes it more difficult for ad blockers to interfere with ad delivery, resulting in higher ad viewability and completion rates.

Increased ad revenue

  • SSAI enables broadcasters to deliver more targeted and relevant ads to viewers, which can lead to higher click-through rates and CPMs. Additionally, SSAI allows broadcasters to sell ads on a more programmatic basis, which can help them maximize ad revenue.

Improved operational efficiency

  • SSAI simplifies the ad delivery process for broadcasters, as it eliminates the need to manage and deliver ad content to different devices and platforms. This can free up broadcasters’ resources to focus on other core tasks, such as content creation and audience development.

SSAI for Live TV

In addition to these general benefits, SSAI is also particularly well-suited for broadcasters because it can be used to deliver ads in live TV streams. This is a critical capability for broadcasters, as live TV is one of the most popular and lucrative forms of video content.

SSAI enables broadcasters to insert ads into video streams
SSAI enables broadcasters to insert ads into video streams

SSAI works by communicating with the viewer’s device to understand the strength of the Internet connection and the capabilities of the device. This information is then used to select and deliver the appropriate ad content. SSAI can also be used to deliver targeted ads to viewers based on their demographics, interests, and viewing history.

Examples of SSAI in Use

Moreover, SSAI’s capability to deliver ads in live TV streams is especially advantageous for broadcasters, as live TV remains a popular and lucrative form of video content. Some notable examples of broadcasters using SSAI include:

  • NBCUniversal: Utilizing SSAI for targeted ad delivery in live TV streams, such as coverage of the Olympics and NFL broadcasts.
  • Disney: Employing SSAI to serve personalized ads to viewers of on-demand content on platforms like Disney+ and Hulu.
  • WarnerMedia: Leveraging SSAI to deliver dynamic ads to both live TV and on-demand content, including its HBO Max streaming service.


SSAI is a valuable tool for broadcasters that can help them to improve the user experience, reduce ad blocking, increase ad revenue, and improve operational efficiency. As the demand for live TV and on-demand content continues to grow, SSAI is expected to become even more important for broadcasters in the years to come.

See more: Server-Side Ad Insertion (SSAI): How to Monetize your Video Platforms