Simplestream continues to expand its ad-tech capabilities with the launch of its own SCTE-35 Marker Inserter. This innovative tool is designed to boost monetization opportunities for live streams, providing a seamless solution for Server-Side Ad Insertion (SSAI).

Developed in response to client feedback and market analysis, the SCTE-35 Marker Inserter enhances automated SSAI workflows, particularly for channels lacking SCTE-35 markers at the point of playout. This breakthrough technology enables access to mid-roll monetization, a crucial aspect for maximizing revenue from live streams.

Lewis Arthur, Chief Product Officer at Simplestream, emphasized the importance of mid-roll ad breaks in live stream monetization, stating, “Mid-roll ad breaks are very important when it comes to the monetization of live streams, typically representing over 80 per cent of digital live stream pod time. This compares to approximately 20 per cent for pre-roll ads. Using this technology, customers who don’t have SCTE-35 markers can still access mid-roll monetization which they would otherwise be unable to do.”

This solution utilizes metadata sourced from the playout schedule, providing detailed information for automated identification of ad breaks. This ensures precise insertion of markers during the live stream encoding process, while respecting existing ad break positions and durations.

Integration of the Simplestream’s new tool is fully automated, leveraging Simplestream’s Encoding API and Media Manager backend. The solution is designed to be agnostic to ad servers and partners, supporting various advertising/demand partners and ad servers. Additionally, it complies with industry standards such as VAST and VPAID, offering flexibility and compatibility.

Arthur emphasized the customer-centric approach behind the SCTE-35 Marker Inserter, stating, “Tailored to customers whose live streams do not have markers to allow mid-roll monetization, it’s essential for easy customer integration and deployment that this is a fully automated solution. Based on an IAB-compliant solution, we’re helping our customers maximize each and every monetization opportunity in a highly competitive market.”

SCTE-35, established in 2001, serves as the core signaling standard for advertising and program control, providing essential functionality for content providers and distributors in optimizing monetization strategies.