Bitmovin on Tuesday announced it has added support for Server-Guided Ad Insertion (SGAI) across its playback products, a move aimed at improving ad delivery and monetization for streaming video providers.
The company said its implementation leverages HTTP Live Streaming (HLS) interstitials, a standardized format used to signal ad breaks within video streams. By adopting HLS interstitials, Bitmovin aims to ensure interoperability between playback environments and ad technologies, including ad decisioning and insertion systems.
SGAI blends elements of traditional client-side and server-side ad insertion methods, allowing video services to deliver more seamless advertising experiences. The approach enables real-time ad decisioning, which supports more personalized and targeted advertising based on individual viewers. Bitmovin said this can improve engagement while maintaining consistent playback across a wide range of devices.
Because HLS interstitials are broadly supported, the company said video providers can scale ad-supported experiences more efficiently without compromising reliability. The use of a standardized signaling method also reduces complexity in integrating ad tech systems, an ongoing challenge for streaming platforms operating across fragmented device ecosystems.
In addition to improving ad delivery, Bitmovin said SGAI can lower infrastructure costs by reducing reliance on server-side stitching processes. The company also highlighted enhanced capabilities for live and DVR streaming, including improved ad personalization during time-shifted viewing and support for longer DVR windows that might otherwise be cost-prohibitive.
The technology further enables non-linear ad formats, such as L-bar overlays, squeeze-back ads, side-by-side placements and picture-in-picture executions. These formats offer additional inventory opportunities for publishers while introducing new viewing experiences that extend beyond traditional pre-roll and mid-roll ads.
Bitmovin said its SGAI support includes a range of configuration options, allowing video providers to customize how ads are delivered and presented. This flexibility is intended to help streaming services align ad strategies with both user experience goals and revenue objectives.
“Ads are now a primary revenue stream for video services, and SGAI is set to take ad-supported streaming beyond current capabilities,” said James Varndell, the Senior Director of Product Management at Bitmovin. “We’re excited 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.”
