MAM
Bitmovin adds server-guided ad insertion to boost streaming revenue
New SGAI support promises smoother, smarter and more personalised ads
VIENNA: Bitmovin has introduced support for server-guided ad insertion, or SGAI, across its playback products, marking a step forward in how streaming platforms deliver advertising.
The update leverages HLS interstitials, a standardised format for signalling ad breaks, allowing smoother coordination between playback systems and ad technologies. The aim is simple. Make ads less disruptive for viewers while giving platforms more control and flexibility.
SGAI blends the advantages of client-side and server-side ad insertion, enabling real-time ad decisioning and more personalised targeting. Because HLS interstitials are widely supported across devices, the feature is expected to deliver consistent ad playback across a broad range of screens.
For streaming services, the benefits go beyond viewer experience. The technology can help lower infrastructure costs, extend DVR windows and support more dynamic ad formats such as picture-in-picture, side-by-side and squeeze-back ads, opening up new monetisation opportunities.
Bitmovin senior director of product management James Varndell said, “Ads are now a primary revenue stream for video services, and SGAI is set to take ad-supported streaming beyond current capabilities. We’re excited to support SGAI across our playback products and look forward to seeing how our customers use it.”
The company is also offering extensive configuration options, allowing video providers to fine-tune both user experience and business strategy around ad delivery.
Bitmovin will showcase the new capability at the upcoming NAB Show in Las Vegas later this month.
As streaming platforms continue to balance viewer satisfaction with revenue goals, Bitmovin’s latest move suggests the future of ads may be less about interruption and more about integration.
Brands
Adani Airport Holdings and Blinkit launch India’s first in-terminal quick commerce service at Mumbai’s Terminal 2
Passengers at Chhatrapati Shivaji Maharaj International Airport can now order essentials on the Blinkit app and have them delivered within minutes
MUMBAI: Forget the overpriced airport shop. Travellers rushing through departures at Mumbai’s Chhatrapati Shivaji Maharaj International Airport can now order essentials on their phones and have them delivered within minutes, right to their gate.
Adani Airport Holdings Limited, India’s largest private airport operator, has partnered with quick commerce platform Blinkit to launch what the two companies claim is India’s first in-terminal quick commerce service. The service is live at Terminal 2, domestic departures, and allows passengers to order through the Blinkit app for delivery anywhere within the terminal, including boarding gates, lounges, the food court and select partner outlets. Deliveries are handled by trained on-ground personnel, ensuring a seamless experience without disrupting travel timelines.
The product range covers travel accessories, electronics, snacks, books, baby care and personal essentials. Permissible liquids including packaged water, cold beverages and juices are sourced from approved in-terminal inventory, in line with airport security protocols.
An AAHL spokesperson said the initiative was part of a broader push to reimagine digital services at airports. “Bringing app-based convenience into the terminal allows passengers to make better use of their time and raises the overall service standard,” the spokesperson said, describing it as a step towards building “more responsive and passenger-centric airports.”
For Blinkit, the tie-up extends quick commerce into a high-frequency, high-intent environment. For AAHL, it reflects a strategic push to grow non-aeronautical revenue through digitally enabled retail, a increasingly important revenue stream for airport operators worldwide.
You are already late for your flight. At least now you do not have to be thirsty too.
