This presentation covers advertising standard and distribution channels server-side and player-side advertising.

2. 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

3. 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

4. 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
○ ...

5. 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

6. Ad Standards
Interactive and Noninteractive
● Video Ad Serving Template (VAST)
● Video Player-Ad Interface Definition (VPAID)

7. 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

8. VAST
Video Ad Serving Template (VAST)
● XML format
● 3.0 - In-Market Standard
● 4.0 - Released January 2016

9. 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

10. 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

11. Ad Triggering
DASH IF Interoperability Points Advertising
Architecture
● Media Content
● Ad Content
○ XLink
○ Default
● Media Content

12. 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

13. 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

14. SSAI Architecture

15. CSAI Architecture

16. Interactive Media
Ads
Adobe Primetime
DAI

17. 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

18. 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