Server-side and

client-side

advanced

advertisement

Agenda

● State of the Industry

○ How ads are sold

○ Ad Standards

● SSAI vs CSAI

○ Compatibility, Features, Value

○ Triggering

○ Challenges

● Further Resources

● Q&A

How Ads are Sold● Direct-Sold

○ Conventional Ad deals

○ May be insufficient to fill available inventory

● Programmatic

○ Buyers & Sellers programmatically connected

○ Unknown Content Sources

■ Video Quality Issues

■ Content Issues

● Holistic

○ Both Direct-Sold and Programmatic

○ Optimizes for maximum value

The Advertising

Industry

One of the Main Intersections between

Technology and Business

● Interactive vs Noninteractive

● Broadcasters vs Publishers

○ Companion

○ C3 & C7

● OTT vs Web

○ Tracking viewability

○ Above the fold on web, but no fold in OTT

● Ad Decisioning

○ Geolocation

○ DMP

○ Campaign Targets

○ Category matching

○ ...

The Advertising

Industry One of the Main Intersections between

Technology and Business

● Interactive vs Noninteractive

● Broadcasters vs Publishers

○ Companion

● OTT vs Web

○ Tracking viewability

○ Above the fold on web, but no fold in OTT

Ad Standards

Interactive and Noninteractive

● Video Ad Serving Template (VAST)

● Video Player-Ad Interface Definition (VPAID)

VPAID ● Video Player-Ad Interface Definition (VPAID)

○ 1.0 - Flash

○ 2.0 - JavaScript

● Intended for engaging, interactive content

● Primarily used for:

○ Tracking

○ Analytics

○ Verification

○ Conditional Ads

VAST

Video Ad Serving Template (VAST)

● XML format

● 3.0 - In-Market Standard

● 4.0 - Released January 2016

VAST 3.0

VAST 3.0 - Released July 2012

● In-market standard

● Designed mainly for publishers, did not take into account

OTT

● Typically a progressive MP4

● Limited viewability data

● Added vs 2.0: Linear Ads, NonLinear Ads, Skippable Linear

Ads, Linear Ads with Companions, and Ad Pods (sequenced

group of ads), VAST Wrapper

VAST 4.0 VAST 4.0 - Released January 2016

● Includes Ready-to-serve multiple qualities

● Includes Mezzanine File

● Separates Interactivity

● Designated space for Viewability

● Additional Metadata

○ Ad Categories

○ Conditional Ad Attribute

○ Universal ID

○ Performance Improvements

Ad Triggering

DASH IF Interoperability Points Advertising

Architecture

● Media Content

● Ad Content

○ XLink

○ Default

● Media Content

In-Band

Ad Triggering

● SCTE-35

○ Digital Program Insertion Cueing Message for Cable Standard by the

Society of Cable Telecommunications Engineers

○ Inline insertion of cue tones in mpeg-ts streams

○ Used for inserting e.g., ads or local TV programs

● DASH Inband Event Stream

○ Signalled via the presence of the InbandEventStream attribute

(ISO/IEC 23009-1:2014 | 5.10.3.2)

○ Event streams multiplexed with Representations

→ EMSG box (Event Message Box) if encapsulated in ISO

BMFF

● HLS ‘Inband Events’

○ ID3 tags

○ Metadata stream is added to the MPEG Transport Stream in the

same way as audio and video

○ ID3 metadata is self-describing and needs no configuration

information

Out-of-Band

Ad Triggering

● DASH MPD Events

○ Events signalled in the MPD via the EventStream element

(ISO/IEC 23009-1:2014 | 5.10.2.1)

● HLS Playlist Events

○ Extension of m3u8 playlist: EXT-X-CUE-IN, EXT-X-CUE-OUT,

EXT-X-CUE-OUT-CONT, EXT-X-SCTE-35 (experimental tags)

○ Used to carry SCTE-35 data e.g., for ad signalling

SSAI Architecture

CSAI Architecture

Interactive Media

Ads

Adobe Primetime

DAI

Non-SSAI Anti-

AdBlocking

Domain Obfuscation:

● Most AdBlockers use shared blacklists of addresses

for ads

● Domain Obfuscation regularly changes the domains

that proxy the ad call to new, every changing

domains not on the list

● Can slow ad loads

● Requires constant updating

● Not always effective

https://myFamousAdServer.com/myAd

https://fooBar.com/notAnAdButReallyAnAd

Additional

Ressources

● IAB

○ VAST 3.0

■ https://www.iab.com/guidelines/digital-video-

ad-serving-template-vast-3-0/

○ VAST 4.0

■ https://www.iab.com/guidelines/digital-video-

ad-serving-template-vast-4-0/

○ VPAID 2.0

■ https://www.iab.com/guidelines/digital-video-

player-ad-interface-definition-vpaid-2-0/

● DASH IF IOP

○ http://dashif.org/wp-content/uploads/2015/12/DASH-

IF-IOP-v3.2.pdf

○ Sections:

■ 5.3: Server-based Architecture

■ 5.4: App-based Architecture

■ 5.5: Extensions for ad insertion

■ 5.6: Interoperability Aspects