There is live streaming everywhere. You name it: sporting events, webinars, product launches, concerts, etc. However, one issue that viewers continue to voice is the interruption of their experience by advertisements. The ad doesn't play properly, the screen goes black, or the stream buffers. Not only is that inconvenient, but it also costs platforms money.
So what’s the fix? Server Side Ad Insertion, commonly known as SSAI.
This blog breaks down what SSAI is, how it works in live streaming, and how you can implement it the right way. No fluff. No jargon overload. Just a straightforward guide.
SSAI is basically a smarter way to deliver ads during a live stream. Instead of asking your viewer’s device to load an ad separately (which often causes glitches), the ad gets stitched into the stream itself on the server side, before it reaches the viewer.
This means:
No awkward buffering during ad breaks.
Ads can’t be blocked easily.
You get smoother playback across different devices.
The experience feels more like traditional TV.
Because timing plays an important role in live broadcasts. For example, when a goal is scored or a significant announcement is made, no one wants an advertisement to interrupt the moment.
Let’s say you’re running a live stream of a gaming tournament. Here’s how SSAI would play out:
Your encoder sends the live video to your server, where it’s prepared for delivery.
At specific moments (like a timeout or break), cue markers are inserted into the stream. These act like signposts that say, “Insert ad here.”
Similar to calling up a playlist of advertisements, the server sends a request to an ad server when the stream reaches one of these markers.
The ad server responds by sending back one or more video ads.
The interesting part is the server actually stitches the ad into the stream before it’s delivered to the viewer. So to the user, it feels like a single, seamless video.
The stream continues exactly where the advertisement left off.
All of this takes place in real time. Additionally, the viewer never has to wait for any individual load.
Setting up SSAI isn’t overly complicated, but it does require a few key ingredients:
Not all streaming platforms are built for this. You’ll need one that includes built-in SSAI capabilities - some popular options include Muvi, Brightcove, and Dailymotion. These platforms let you define ad breaks, manage cue points, and deliver stitched streams.
These are little bits of metadata added to your live video stream that tell the system, “Now’s the time to play an ad.” Some encoders can insert these automatically, while others might need a manual setup.
This is where your actual video ads come from. The ad server needs to support standard ad formats like VAST or VMAP so it can talk properly with your streaming platform.
Your Content Delivery Network needs to support SSAI. Since each viewer might be getting a slightly different stream (based on geography or user profile), the CDN needs to scale and deliver each one without delays.
These are short video clips you can show when no ad is available. Think of them as “plan B” content maybe a branded animation or “we’ll be right back” screen.
The following useful advice will help your SSAI setup go smoothly:
Plan your ad breaks accordingly. You don’t want to throw in an ad right in the middle of a sentence. Work with your production team to find out natural breaks during the stream
What looks fine on a desktop browser might not be the same on a mobile app or smart TV. Always test on many platforms before going live.
Sometimes the ad server won’t respond in time. Or maybe it doesn’t have an ad to show. That’s why fill slates are essential. They keep things from going black or looking broken.
During halftime or timeouts, advertisements may be inserted by a sports streaming app. SSAI could be used by a music platform to display sponsor videos in between performances. During live coverage, news broadcasters even utilize it to incorporate region-specific advertisements. Making the viewing experience seem more polished and professional is more important than merely increasing ad sales.
Server Side Ad Insertion isn’t just a trend. It’s becoming the standard for how ads should work in live streams. It keeps your viewers engaged, your streams seamless and your revenue flowing.
If you’re serious about scaling your live content, SSAI is worth exploring. It takes some setup, sure. However, the advantages greatly exceed the effort. Delivering tailored advertisements without bothering your audience is possible with the correct resources and a little preparation.
So next time when you go live, don’t leave your monetization to chance. Make your ads feel like part of the show.