Ad Monetization Technologies & Advanced Media Workflows
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The document outlines the fundamentals of ad monetization and insertion technologies, focusing on the transition from traditional TV advertising to digital platforms. It details the benefits of Akamai's dynamic ad insertion solutions and the differences between client-side and server-side ad insertion. Furthermore, it highlights the challenges in ad workflows and Akamai's strategies for reliability, scale, and innovation in live streaming and content delivery.
Ad Monetization Technologies & Advanced Media Workflows
- 1. © AKAMAI - EDGE 2017 Ad Monetization Technologies and Advanced Media Workflows Eric Elbaz & John Park
- 2. © AKAMAI - EDGE 2017 Introductions Eric Elbaz Senior Engagement Manager John Park Senior Engagement Manager
- 3. © AKAMAI - EDGE 2017 Agenda • Fundamentals of Ad Monetization & Ad Insertion • Monetization Demystified • Ad Insertion Concepts with Video • What is Ad Decisioning? • What is Ad Insertion? • Advantages/Disadvantages of Each • The Akamai Solution • Video Streaming with Akamai Dynamic Ad Insertion • Scalable Strategies • Redundancy & Failover Strategies • Q & A
- 4. © AKAMAI - EDGE 2017 Monetization Demystified • Monetization of online digital video and live streaming is no longer a distant concept, it is here and it is now now. • Common denominator for broadcasters, publishers, and rights holders is to profit from their content.
- 5. © AKAMAI - EDGE 2017 Monetization Demystified • Digital advertising sales surpassed linear TV ad sales in the U.S. for the first time in 2016, pulling in $70 billion compared with $67 billion for national and local TV • Despite challenges around standards, measurement and supply chain integrity, digital advertising will capture 77 cents of every new ad dollar in 2017; TV will capture 17 cents. • digital advertising expected to overtake TV globally by the end of 2017.
- 6. © AKAMAI - EDGE 2017 A Day in the Life of…. (Aggregated Ad Data on) Akamai Gigabits Hits • Its is becoming very common for us to see peaks of > 1Tb/s Ad Traffic is it is a new norm for weekly live events. • 1Tb/s / ~210K Ad Hits = ~5Mb/s - High Quality Ads (same as broadcast)
- 7. © AKAMAI - EDGE 2017 Ad Insertion Concepts with Video Client Side Server Side CDN CDN • Baked In Ads • Client Side Ad Insertion (CSAI) • Server side Ad Insertion (SSAI)
- 8. © AKAMAI - EDGE 2017 Let’s Define A Few Things • What is Ad Decisioning? • What is Ad Insertion? • Server-Side vs. Client-Side Ad Insertion? • Challenges with S.S.A.I.
- 9. © AKAMAI - EDGE 2017 Ad Decisioning
- 10. © AKAMAI - EDGE 2017 What is Ad Decisioning? Ad Decisioning: • Is also known as Ad Decision Service (ADS) or Ad Decision Manager (ADM) • Determines which ads should be played during any given ad spot • Can be based on time, channel, event, user profile, geographic data, ad sequencing, or numerous other parameters, as defined by the advertiser or cable operator • Inputs audience segmentation data, which is what determines ad targeting • Helps with Programmatic Advertising – an automated way to buy, place, and optimize media inventory ad buying
- 11. © AKAMAI - EDGE 2017 Ad Insertion
- 12. © AKAMAI - EDGE 2017 What Is Ad Insertion? Ad Insertion: • Is also known as: • Ad Management System • Video Manifest Management - where the manipulation of the manifest happens. • Two primary ways to insert advertising: Client-side Ad Insertion - Logic resides in a Player SDK to fetch ads at the right time Server-side Ad Insertion - Logic resides on the Ad Server to stitch targeted Ads at the right points in the stream
- 13. © AKAMAI - EDGE 2017 Advantages/Disadvantages Client Side Ad-Insertion Client/Device Heavy • Needs full player control • Complex code on the end-device delaying new device support or limiting device coverage • Uses end device resource, potentially introducing video buffering • Ad content retrieval out of band and inconsistent, making it susceptible to Ad Blocking Server Side Ad-Insertion Client/Device Light • Minimal Player changes • No stitching code or new sessions on device, only beaconing, supporting maximum device reach • Ads stitched inside content on robust server resources, reducing risk of buffering and providing better experience • Enhanced resiliency to ad blocking vulnerabilities
- 14. © AKAMAI - EDGE 2017 THE AKAMAI SOLUTION
- 15. © AKAMAI - EDGE 2017 Challenges Three Key Ad Insertion Challenges Akamai Is Addressing Reliability & Scale 1:1 targeting and complexity of ad workflow lower reliability and challenge scale Evolving Feature Set Innovation cycles require solutions that “keep up” with customers’ business needs 1 2 Simple Integrated Solution Ad insertion is one component of a larger solution and set of our customers’ end-to-end requirements for video 3
- 16. © AKAMAI - EDGE 2017 Video Streaming with Akamai Dynamic Ad Insertion Manifest 1 2 3 A2 A1 Ad Insertion Network Ad Decision Server X X 1. Manifest and fragment provided to Akamai + ad insertion platform 2. Viewers request stream 3. Ad Insertion Network (AIN) calls Ad Decision Server to insert ads into stream 4. Akamai caches fragments on edge servers 5. All manifest requests go through AIN – directs to pull fragments from Akamai No extra calls from encoders and players to Ad Insertion Network 2Mbps 1Mbps 500kbps 1Mbps 500kbps1 1
- 17. © AKAMAI - EDGE 2017 Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. A Protective Layer of Quality Assurance Reliability – Scale - Performance AKAMAI INTELLIGENT PLATFORM • Client makes request to Akamai for a video stream. • Akamai goes to Ad Insertion Platform for manifest, if it is not in cache. • Ad Insertion Platform returns updated content to Akamai. • Akamai returns updated manifest to client • Video streaming requests are sent to Akamai based on the returned network aware manifest • Akamai responds back with the requested video Stream AKAMAI AD INSERTION NETWORK 1 2 3 3 2 1
- 18. © AKAMAI - EDGE 2017 The Akamai Solution Akamai Dynamic Ad Insertion Reliability & Scale Ad routing at edge of distributed network (with “circuit breaker” controls to intervene in cases of upstream issues Evolving Feature Set Integration of mature proven provider for manifest manipulation, VAST calls and SDKs 1 2 Simple Integrated Solution Natively integrated with Media Services, Adaptive Media Delivery and BOCC in addition to services and support processes 3
- 19. © AKAMAI - EDGE 2017 Key Differentiator: Ingest Acceleration Media Services Live Live Stream Ingest Acceleration Resiliently coded UDP transport Securing Transport of the live content from encoder to playback Akamai or 3rd Party Encoder First Mile Acceleration Akamai Intelligent Platform Live Content
- 20. © AKAMAI - EDGE 2017 Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. STORAGE FILE-BASED WORKFLOW MEDIA SERVICES ON DEMAND An Integrated Solution LIVE WORKFLOW LIVE ORIGIN MEDIA SERVICES LIVE ADAPTIVE MEDIA DELIVERY DISTRIBUTION ADAPTIVE MEDIA PLAYER DEVICE TECHNOLOGIES MEDIA ANALYTICS BOCC I SOCC I NOCC
- 21. © AKAMAI - EDGE 2017
- 22. © AKAMAI - EDGE 2017 Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. • VAST Integrations into Leading Ad Decision Servers • SDKs for iOS, Android, HTML, Microsoft XBox and more • Just-in-Time Ad Creative Preparation and Management with bitrate matching • HLS Support Now, DASH Platform Features Ad Insertion Feature Set Highlights Live Events & Live Linear On Demand • Triggering off of in-stream signals or manifest signaling • Integrations with leading encoders and live workflows • Ad pod flexing • CMS or companion file integration for ad pod location detection
- 23. © AKAMAI - EDGE 2017