Akamai launches targeted online video advertising insertion
Akamai has launched Ad Integration Services, part of the company's cloud-based Sola Vision suite of workflow, security and connectivity solutions. It is designed to simplify the insertion of individually-targeted advertising video content into online video streams.
Sola Vision's Ad Integration Services dynamically inserts targeted ads from multiple ad decisioning/ad network platforms into linear and on-demand video streams for delivery to any Internet-connected device via Akamai's Sola Sphere media delivery network. Ad Integration Services uses mDialog's Smart Stream Platform technology and open standards-based architecture to allow online content providers to maintain existing video infrastructures and workflows.
By shifting the complexities of online video advertising insertion from the player to the cloud, Ad Integration Services can simplify or remove many of the functions and third-party integrations that are required with a client-based ad insertion approach. This approach is designed to eliminate the risk of quality problems due to last-mile bandwidth contention between ad and video content during the critical transition from content to ad playback.
The player/client for this new solution uses a lightweight SDK to ensure accurate Internet Advertising Bureau (IAB) compliant measurement beaconing. The SDK also supports interactive video ads and ad-skipping prevention in order to deliver a seamless TV-quality viewing experience across devices.
"Targeted video advertising has been the holy grail of the online media industry since online video began," said Greg Ireland, research manager for multiscreen video for IDC. "A network-based approach to ad insertion has the potential to address some of the key challenges that have stood in the way. Specifically, the ability to scale to meet broadcast-size audiences and using ad content from a variety of sources in a simple, device-agnostic way."
"Akamai's Sola Ad Integration Services mark a tremendous leap forward in helping content owners and advertisers alike realise the full potential and value of online video advertising," said Ahmet Ozalp, vice president, products, for Akamai's media division. "The thriving ecosystem that has continued to evolve around online video advertising has become increasingly challenging to navigate. Akamai believes that our Sola Vision's Ad Integration Services are making it easier than ever for all parties to take advantage of their technologies and services of choice in a way that is simple to deploy and unobtrusive to the consumer."