Bitmovin Adds Support for SGAI in its Playback Products to Take Ad-Supported Streaming to the Next Level

Bitmovin has announced support for Server-Guided Ad Insertion (SGAI) across its playback products using HLS interstitials, enabling more advanced ad-supported streaming. By combining the benefits of client-side and server-side ad insertion, SGAI allows seamless, reliable ad playback across a wide range of devices. The approach supports real-time ad decisioning, improved personalization, and new non-linear ad formats such as picture-in-picture and side-by-side. Additional benefits include lower infrastructure costs, enhanced live and DVR ad experiences, and greater flexibility through extensive configuration options, helping video providers unlock new monetization opportunities and improved viewer experiences.

Bitmovin, a leading provider of video streaming solutions, has announced support for SGAI (Server-Guided Ad Insertion) in its playback products, using HLS interstitials.

SGAI combines the strengths of Client-Side and Server-Side Ad Insertion, helping video providers insert ads seamlessly into video content. Bitmovin is using HLS interstitials, which is a standardized format for signaling ad breaks, to ensure smooth interoperability between playback systems and ad technologies such as ad insertion and decisioning engines. Because HLS interstitials are widely supported across devices, video providers can deliver consistent, reliable ad playback to more viewers. This enables more personalized and targeted ads through real-time ad decisioning, helping video services to deliver more relevant ads to each user, boosting engagement and improving the overall viewing experience.

The approach delivers a number of additional benefits, including lower infrastructure costs, enhanced ad personalization during live and DVR viewing, and the ability to support longer DVR windows that would otherwise be cost prohibitive. Video providers can also deliver non-linear ad formats with SGAI such as L-bar, squeeze-back, side-by-side, and picture-in-picture, to unlock both new monetization opportunities, and fresh user experiences.

Alongside adding support for SGAI using HLS interstitials, Bitmovin also provides extensive configuration options for enhanced flexibility. This gives video services the ability to tailor the viewing experience to meet their viewer’s needs while also enabling them to deploy it in such a way that best meets their business needs.

James Varndell, Senior Director of Product Management, Bitmovin, commented: “Ads are now a primary revenue stream for video services, and SGAI is set to take ad-supported streaming beyond current capabilities. We’re super excited to be able to support SGAI across our playback products and look forward to seeing how our customers use it to enhance their offering and increase their bottom line.”

Bitmovin will be demonstrating SGAI at NAB Show in Las Vegas from 19^th-22^nd April on booth W3323. Get in touch to find out more or book a meeting.