RTBF debuts SGAI advertising during World Cup coverage
July 7, 2026 14.12 Europe/London By Julian Clover


Belgian broadcaster RTBF, advertising sales house RMB and technology provider Ad Insertion Platform (AIP) say they have become among the first broadcasters to deploy Server-Guided Ad Insertion (SGAI) in a live production environment, using the technology during Auvio’s coverage of the 2026 FIFA World Cup.

The technology was first used during Belgium’s group-stage match against Egypt on June 15 and combines server-side ad insertion (SSAI) with client-side capabilities. The partners say it delivers the seamless viewing experience associated with SSAI while restoring more detailed measurement, targeting and reporting capabilities for advertisers.

The deployment follows growing industry interest in SGAI as streaming platforms seek to combine broadcast-quality ad insertion with the flexibility and transparency expected by digital advertisers.

According to the partners, the implementation supports live, catch-up and on-demand content through a single advertising workflow. It also enables personalised advertising, more accurate impression and completion measurement, improved compatibility with programmatic advertising standards and monetisation of rewound live streams through extended DVR functionality.

The system is powered by AIP’s new AdBlendr platform, which supports advanced advertising formats alongside conventional video spots.

Laurent Potesta, CEO of Ad Insertion Platform, said the World Cup deployment demonstrated that SGAI was ready for commercial use.

“Deploying this technology in production during a major live event demonstrates the maturity and readiness of the approach. To our knowledge, it is the first publicly documented SGAI deployment at a major broadcaster, combining server-guided insertion and advanced ad routing through a commercially available platform rather than a bespoke in-house implementation.”

He added: “The launch of AdBlendr on Auvio captures our shared ambition: to advance video advertising standards, deliver productized solutions that reach the market quickly, and open up new monetization opportunities for the entire streaming ecosystem.”

Valérie Janssens, Director Media, Data & Tech at RMB, said the project had taken several months of collaboration between the three companies.

“SGAI unlocks significant opportunities, including new premium monetization models, improved value from live and on-demand inventory, and faster deployment of innovative video formats and experiences. We’re proud to play our part in delivering video advertising that is smarter, more measurable and more respectful of the viewer.”

RTBF’s Director of Digital Publications, Christophe Chantraine, said the broadcaster sees better advertising as supporting, rather than conflicting with, its public service remit.

“We believe the opposite is true. Advertising that is better integrated, more respectful of viewing habits, and more precisely measurable allows us to create greater value from our inventory while delivering a smoother experience for our audiences.”

The announcement comes as broadcasters and technology providers increasingly explore SGAI as the next evolution of streaming advertising, offering a hybrid approach that combines the resilience of server-side insertion with the measurement and interactivity traditionally associated with client-side delivery.