Bitmovin adds server-guided ad insertion to boost streaming revenue

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.