What is Dynamic Ad Insertion

Online videos are becoming so much popular nowadays. The broadcasting companies, media are trying to earn a lot of money through these popular contents. Remember traditional ads that used to pop out earlier? But, then we came to know about ad-blocking software, and since then, it has been a challenge for the companies to monetize from content delivery. Dynamic Ad Insertion helped the companies to again make a profit through ads and content delivery across all devices like OTT devices, desktop, tablets, etc.

What is Dynamic Ad Insertion?

It is a technology adopted by server-side which helps in inserting ads in between on-demand video or any live streaming or linear programming. The ads and the video content are integrated, and they form a single team which is independent of any app or web page. The ad response and request process which comes from SDK are eliminated which reduces the probability of errors taking place on the client side. Due to DAI, a non-buffering and latency-free TV-like video are obtained where the content is followed by ad and vice versa without any time gap. The modern video ad server takes a grip on the insights of the users by targeting each audience individually. The viewers are likely to engage with the ad and purchase something from it if he is interested in it. So, based on impressions and interests of customers, relevant ads are displayed in between any content to optimize the results.

How Does DAI work?

The app or web page loads the IMA SDK, which requests the cloud service of DAI to display the content. The ad and the content are stitched together into a single stream and brought back by the cloud service. The stream is played by the Video player. The impression pixels are loaded by IMA SDK.

What Are the Benefits of DAI?

  1. i) Cost-effective – The media processing workflow is maintained most effectively.
  2. ii) Ad Break Insertion – It is a simple and automated process in which the ad break is inserted into the content which is displayed.

iii) Normalization of Audio – The audio levels are balanced for source content and ads.

  1. iv) Support of Ad Server – Standard Ad Server is supported.
  2. v) HD Support – SD and HD content are supported.

What Are the Additional Requirements For DAI?

⦁    Transcoded Video Ads

The method of taking an ad in a format and converting it to another format is known as transcoding. Suppose, it is a linear DAI, where the ads at the beginning are in a linear format and get transcoded into digital format. The number of pixels that has to be compressed in an ad can be reduced or increased by formatting the transcoded ads into different ABR (adaptive bitrates). The quality of the content is directly proportional to the pixel count.

⦁    Video Ads Should Adapt HTTP Live Streaming

The HTTP live streaming is a communication protocol used for media streaming, and it supports adaptive bitrate streaming. To ensure there is no time-gap and latency in the delivery of content, the player changes the bandwidth to ensure it gets adapted to different bitrates of the video.

⦁    See the Results

There are tracking devices that can show you how well your ad is doing and the progress it has made. You can see the forecasts and reports which are available. It also shows you the geographical location from which the viewers belong to.

There are also shortcomings of DAI. The ad needs to be of the same length or else at specific intervals; the dynamic ads can cause interference in sharing episodes. The other problem that is faced is the ads get inserted during the time of download and not during playback. These will be overcome in the future, and we can get a seamless experience.

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