Edgeware enables server-side dynamic ad insertion for Android devices | Ad Tech | News | Rapid TV News
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CDN technology provider Edgeware has opened up a new genre in its product portfolio with Ad Enabler which is designed to deliver frame-accurate segmentation for transition between content and ads on over-the-top (OTT) TV platforms.

edgeware 26Mar2018 2The company believes that its new product makes its ad insertion solution one of the first to support live OTT ad insertion on the MPEG-DASH standard, the native format for Android devices. Ad Enabler is attributed with using frame-accurate segmentation to allow 'an exact and seamless' transition between content and ad frames, which can be used in server-side ad insertion (SSAI) for live OTT, live-to-VOD and time-shifted TV services.

Ad Enabler also detects SCTE-35 ad markers in an incoming live stream, which dictate where an ad break is to be inserted into the stream and for how long it should play. Transitions between content and ads are made according to the SCTE-35 markers so that ad breaks don't override parts of the content or cause glitches in the viewing experience.

As well as supporting the HLS standard, the native format for devices using Apple's iOS, Ad Enabler now also allows for SSAI being delivered to all Android-operated devices.

"Because Android is used by such a large proportion of the market, the capability of delivering frame-accurate segmentation in MPEG-DASH format is incredibly important," commented Johan Bolin, VP products at Edgeware. "It allows our customers to offer personalised ads with a glitch-free viewing experience to Android users, which represents a significant new revenue opportunity."

Ad Enabler is based on an integration with ad-stitching technology vendor, Yospace for SSAI. Inserting ads server-side enables a TV-like user experience and reduces the threat to advertising caused by ad blocking applications, giving advertisers the confidence that their adverts will be seen by users, as paid for. The Ad Enabler also provides client-side ad insertion (CSAI).

"Our integration with Edgeware for server-side dynamic ad insertion into HLS and DASH is significant because it allows its broadcaster customers to monetise live simulcast natively across the widest range of connected devices," said Simon Kenyon, principal architect at Yospace. "It simplifies broadcasters' multiscreen workflow and reduces the amount of development time needed to support player updates across multiple platforms."