MwareTV Launches New Server-Guided Ad Insertion At IBC 2025

MwareTV, a cloud-based multi-tenant platform provider, will demonstrate its full implementation of Server-Guided Ad Insertion (SGAI) at IBC 2025. Powered by Dolby technology, the new feature is now available across MwareTV's Television Management System (TVMS) and all user-facing applications created with its App Builder. SGAI combines the scalability of server-side insertion with the targeting flexibility of client-side delivery, aiming to provide a seamless and personalised advertising experience for viewers.

SGAI is a breakthrough approach to dynamic ad delivery that combines the scalability of server-side insertion with the flexibility of client-side targeting. By enabling seamless, personalized ad experiences across devices, SGAI ensures higher relevance for viewers and stronger returns for advertisers, without compromising playback quality or measurement accuracy.

Advertising remains the cornerstone of monetization for streaming services. According to Statista, OTT and television ad revenue reached $74 billion in the US in 2023, with continued growth projected. The challenge lies in delivering relevant, targeted ads without disrupting the viewer experience. SGAI offers a breakthrough solution.

"The research shows huge revenue improvements by implementing SGAI," said Sander Kerstens, CEO of MwareTV. "We see 132% improvement in fill rate and 76% uplift in effective CPM. Tracking accuracy is much more accurate, and the architecture leads to 50% fewer ad requests than SSAI, reducing backend costs. SGAI is a real winner for any ad-supported streaming business."

Traditional client-side ad insertion can interrupt live content and is vulnerable to ad blockers. Server-side insertion offers seamless delivery but lacks flexibility and scalability. SGAI combines the strengths of both: the server signals upcoming ad breaks using standard messaging, while the player locally stitches the content, ensuring smooth transitions and precise targeting.

SGAI also unlocks advanced ad formats such as L-shape squeeze backs, overlays, companion ads and double-box placements. These enable monetization during key moments without interrupting the main content, including second-screen opportunities for enhanced engagement. With the MwareTV platform, it is simple to deploy, highly scalable, and resilient in operation, and through integrated analytics and monitoring, it closes the feedback loop for advertisers.

The Dolby-powered SGAI technology, built on the Dolby Optiview player, is now fully embedded within MwareTV’s TVMS ecosystem. The result is a cost-effective, reliable and user-friendly solution for boosting revenue and viewer satisfaction.

At IBC 2025, MwareTV will demonstrate the full capabilities of its TVMS platform, which provides everything needed to launch and manage a streaming or multi-channel OTT service. This includes the powerful App Builder, which allows users to design branded interfaces for any device, without writing a single line of code. Simply drag and drop buttons, views, and graphics, and the underlying technology, including SGAI, is automatically configured. Services can go live in hours or days, not months.

The MwareTV platform brings intelligent support to subscribers across 16 supported platforms, including Android Mobile, Android Tablet, Android AOSP Set-top box, AndroidTV Set-top box, AndroidT smartTV, iPhone, iPad, AppleTV, FireTV, Roku, Samsung Tizen, LG WebOS, Vidaa and WebTV plus more.

"MwareTV continues to lead the way by solving real-world challenges for operators," added Kerstens. "With our cloud-native platform, innovations like Lightning 3.0 in App Builder, and partnerships with Dolby for SGAI, we handle the tech so our customers can focus on building their audience."

www.mwaretv.com