Server-side ad insertion (SSAI) is also known as dynamic ad insertion (DAI). It also has another name called ad stitching. Server-side ad insertion is the process of combining content and ads into a single stream of video before delivering it to the player. Server-side ad insertion is not the latest technology but recently there’s been an increase in interest because it assist video platforms and creators overcome ad blockers and minimize revenue loss.

For media owners, server-side ad insertion procedure delivers buffer-less transition from content to the ad, then back to content. It also provides the same user experience as broadcast TV.

It became very popular these days and why not? The idea of doing everything server-side all the content is all of the content is delivered by the service, the CDN, Content Distribution Network, as opposed to the video player you have on your smartphones, smart TV, happen to play the ads from that physical device.

Dynamic ad insertion is helpful for any media owner that is transferring over from the traditional linear space. Server-side ad insertion can be used to replace the traditional ad breaks with the help of digital ads, whether it is life or a pre-recorded event. Also, the broadcaster will utilize an SSAI vendor’s technology to handle high spikes in concurrency normally seen with large scale events. Some vendors can pre-cache ads, so before the break occurs, they may start calling their ad server.

All operators, pay-TV providers, broadcasters, and programmers use server-side ad insertion. This also involves owners of media that broadcast live events, live linear cable TV, or have properties that are video-on-demand (VOD). Any media owner, however, who considers the server-side ad insertion functionality to be helpful may use the technology to stream their video inventory.


The dynamic ad insertion system works in one of two ways, manifest manipulation and ad-creative ingest. From both of them, the most common method is manifest manipulation. Manifest manipulation involves writing out a manifest, or playlist for the stream. This includes video stream segments from different sources. In this process, the content service makes the ad request, parses the ad server’s response, and writes the stream manifest to include the content service segments and the ad service segments. Manifest manipulation has the benefit of being easier to implement and is faster to do. However, the stream segment from the different sources can de be encoded slightly differently, and these differences can trip up the decoder on some devices.

On the other hand, ad-creative ingest has the content service make the ad request, parse the response, and then download and at the end process, the linear video creative. The SSAI service will monitor the quality of the production by ingesting the ad creatively like it would any other video material. In particular, it can do such things like normalize the audio, so the ad doesn’t seem much louder than the content. This approach even can work with devices that do not support discontinuities.

The technical detail of SSAI

When a viewer watches a piece of video or OTT content, the video itself is streamed through a Content Delivery Network (CDN). With CSAI when a viewer reaches ad break, the video stop streaming content from CDN. The client sends out an ad request and will receive an ad in return which is delivered by a third party ad server. Once the ads have played, the video player continues streaming content sent by the CDN.

On the other hand with SSAI, when a viewer is about to reach ad break, a separate ad insertion server puts out an ad request to the third party ad server. The third-party ad server chooses which ad shows to the viewer and sends back a video ad to the server-side ad insertion. The SSAI server then stitches this into the video content which the viewer is watching. In simple words, the video player receives the video content and video ad in one continuous video stream, this is passed back to the video player via CDN.

The biggest difference between them, from the user’s point of view, is the video they watch moves seamlessly from content ad to content ad, and then back to content, without having to load ads separately.

While the ads consist of one continuous stream, SSAI vendors will usually have ways of ensuring that the viewer can’t skip past the ad they are shown like they would be able to skip the other part of the ad content.


A server-side ad insertion vendor will identify ad breaks in the content. Vendors often convert ad creative to low, medium, and high-quality versions to allow a wide range of connectivity levels to play the stream without buffering. They also transcode the ad into proper adaptive bitrate formats most commonly MPEG-DASH and HLS. Insert the ad and stitch the video content together and communicate with the video player through a manifest to indicate which to be played at which particular time.

Via a transcoding procedure that converts it into an adaptive bitrate (ABR) streaming format, server-side ad insertion vendors place a stitched stream. In real-time, ABR can detect the current bandwidth of an end user and tailor the stream to the optimum performance. Allowing vendors to return low a lower-quality stream for poor internet connection, and higher-quality stream to those with the strong bandwidth.


The foremost benefit of server-side ad insertion is that it helps prevent ad blocking by seamlessly stitching together content and ad. It also provides the user with an optimal, broadcast-like viewing experience that most of the time provide high-quality videos and ad creativity. Moreover, the technology can adapt to different bandwidths to assist poor connection by rendering a lower quality stream without buffering.

Server-side ad insertion gives some operational efficiencies as it eliminates the need to maintain multiple SDKs. It also allows broadcasters to insert digital ads instead of linear slate. In the end, it helps media owners with large scale live event inventory deal with concurrency. In simple words, it maximizes the owner revenue generation and improved user experience.

POSTINDUSTRIA is one of the leading companies that provide server-side ad insertion. They identify the key feature of your marketing and product teams and your target market for this feature. And provide you the service you want by keeping under consideration all the critical points of your product.

As working with a video is subject to certain technical risks and nuances. But at this platform, all major clouds are offered. As we all know that a successful project never ends. A successful project needs continuous maintenance and advancement with the time to stay in the market. So POSTINDUSTRIA offers the same phases continuously with a reduced team to keep advancing the platform. POSTINDUSTRIA letting you win the more video monetization business.


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With more than 14 years’ experience, POSTINDUSTRIA is a reliable mobile app development agency and they cover the entire ecosystem. If you are looking for MVP development, performance, and security audits, payment integrations, in-app purchases, re-engineering ad stacks, or adding augmented reality to your mobile app, POSTINDUSTRIA mobile app development services cover them all.

E-BANKING Development

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Their product manager takes a deep dive into your application and works with you to define key features and consumer journeys of the user segments you’re targeting. And as a result, a complete set of high-level requirements that specifies the boundaries of the system.

POSTINDUSTRIA uses the SCRUM approach to software development. In this designing, development, and QA is performed simultaneously so that every iteration delivers an incremental increase of features.


As staying on the top of the game in a highly competitive and dynamic mobile environment is challenging. That is why exchanging and SSPs are better of using a dedicated expert team with a profound AdTech understanding this cut the time to market while saving internal resources required to implement the recent IAB development.

POSTINDUSTRIA has developed 3 advertising SDKs, passed IAB, MOAT, and IAS open measurement and viewability measurement audits, implemented MRAID 3, AD choices, GDPR and CCPA controls, and streamlined mobile SDK delivery to the publisher.




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Time Business News Editor Team