At NAB Amagi will be showcasing its new Thunderstorm platform, which enables ad insertion on the server side, the Indian Cloud-based broadcast infrastructure company has announced.
“The dynamic nature of live sports and news broadcast on OTT platforms calls for a responsive and accurate ad-insertion capability,” said Baskar Subramanian, co-founder, Amagi.
“For the first time in the OTT advertising landscape, we have used watermarking-based ad insertion to simplify the broadcast workflow, increase flexibility, and eliminate huge integration efforts into existing broadcast traffic systems. Amagi's patented watermarking technology is already in use by TV networks worldwide to deliver millions of targeted ad seconds every month, and through Thunderstorm we have extended this successful platform to OTT feeds.”
When multiscreen ads are delivered via client-based ad insertion systems, broadcasters and advertisers may lose control over the advertising playout process. Often, viewers skip or block the ads, and the decision whether ads are played or not can be left to the OTT service provider. Amagi claims its Thunderstorm platform transforms this workflow, enabling TV networks to take control over the ads aired in their content, boost monetisation, and enhance viewer satisfaction.
Amagi’s content watermarking technology allows broadcasters to identify replacement triggers and achieve frame-accurate ad splicing. Thunderstorm also allows TV networks to use traditional triggers such as SCTE-35, says the company.
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