Simplestream continues expansion of live stream monetisation with the launch of automated SCTE-35 Marker Inserter
Expanding its existing ad-tech stack, a core component of the streaming expert’s frontend framework App Platform, Simplestream has added to its rich feature set with the launch of its own SCTE-35 Marker Inserter.
This provides a technologically elegant solution to further increase monetization across live streams.
The new tool, developed following discussion with clients and market analysis, significantly enhances automated server-side ad insertion for customers using this workflow for ad insertion into live streams.
For channels that don’t have SCTE-35 markers at the point of playout, this will allow access to mid-roll monetization using server-side ad insertion, which relies on the presence of SCTE-35 markers.
Simplestream’s Chief Product Officer, Lewis Arthur, said in a statement: “Mid-roll ad breaks are very important when it comes to the monetization of live streams, typically representing over 80 percent of digital live stream pod time. This compares to approximately 20 per cent for pre-roll ads. Using this technology, customers who don’t have SCTE-35 markers can still access mid-roll monetization, which they would otherwise be unable to do.”
The SCTE-35 Marker Inserter sources the metadata information from the playout schedule provided, which is a much more detailed version of the regular EPG. This workflow allows the automated identification of the breaks and inserts the markers at the point of encoding the live stream. By using a customer’s own schedule, the solution respects existing ad break positions and durations and ensures the schedule is always in control of the ad breaks, matching the broadcast channel and reflects in real time any changes that might occur.
When adverts are inserted, via Simplestream’s Encoding API, existing in-stream adverts are replaced with programmatic or direct digital ads, driving monetization, as in-stream ads do not generate revenue on digital. The process, which is fully automated, is managed as part of the backend of Simplestream’s Media Manager.
The solution is ad-server and ad-partner agnostic, working with customers’ chosen advertising/demand partners and ad servers in all cases. VAST and VPAID tags are supported and it’s fully IAB compliant. The system also supports advert fallback slates and start and stop bumpers as standard.
Simplestream’s Chief Product Officer, Lewis Arthur, commented, “(Monetization) is absolutely front and (center) and we’re constantly looking at ways to allow our customers to expand their capabilities. Tailored to customers whose live streams do not have markers to allow mid-roll monetization, it’s essential for easy customer integration and deployment that this is a fully automated solution. Based on an IAB-compliant solution, we’re helping our customers (maximize) each and every (monetization) opportunity in a highly competitive market.”
SCTE-35 was first published in 2001 and is the core signaling standard for advertising and program control for content providers and content distributors.
Subscribe to NewscastStudio for the latest news, project case studies and product announcements in broadcast technology, creative design and engineering delivered to your inbox.
Categories
Advertising, Industry Feed, Streaming
The content on this page is provided by the featured companies. NewscastStudio cannot guarantee the accuracy or veracity of any claims about products or services made in this content. The views expressed in this content does not necessarily reflect the views of NewscastStudio or its team. This content maybe contain trademarks owned by third parties and those marks are the property of those companies.