Server-side ad insertion (SSAI), also called dynamic ad insertion, facilitates the smooth integration of video ads into content streamed on internet-enabled devices.

When users stream video or OTT content on internet-enabled devices through content delivery networks, the SSAI server comes into play during ad breaks. It requests ads from third-party ad servers and seamlessly incorporates them—maintaining the same bitrate, frame rate, and audio level as the underlying stream—directly into the content. The CDN then transmits the modified content back to the viewing device.

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