Bitmovin adds SGAI support to playback products using HLS interstitials

Bitmovin announced support for server-guided ad insertion in its playback products, using HLS interstitials to enable hybrid ad delivery workflows.

The Vienna-based company said SGAI combines elements of client-side and server-side ad insertion, allowing video providers to insert ads into content while maintaining interoperability with ad technologies such as decisioning and insertion systems. The use of HLS interstitials provides a standardized method for signaling ad breaks across supported devices.

The approach is designed to support more consistent ad playback and enable real-time ad decisioning, allowing for more targeted and personalized advertising experiences. Bitmovin said the technology can also reduce infrastructure costs and support extended DVR windows for live content.

Additional capabilities include support for non-linear ad formats such as L-bar, squeeze-back, side-by-side and picture-in-picture. The company said these formats can create new monetization opportunities and viewing experiences.

Bitmovin also introduced configuration options intended to give video providers more control over how ads are delivered and how playback experiences are tailored to users.

“Ads are now a primary revenue stream for video services, and SGAI is set to take ad-supported streaming beyond current capabilities. We’re super excited to be able 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,” said James Varndell, senior director of product management at Bitmovin.

Bitmovin plans to demonstrate the technology at the NAB Show in Las Vegas from April 19-22 at booth W3323.

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