Yospace dashes through under-5-seconds latency addressable ads live streaming

Yospace has demonstrated a breakthrough in one-to-one addressable advertising for low-latency live streams, achieving glass-to-glass latency of under five seconds. The showcase took place at IBC 2025, using MPEG-DASH Events, the new international standard for server-guided ad insertion (SGAI).

This is the first real-world use of the Alternative Media Presentation, recently ratified by the Streaming Video Technology Alliance (SVTA) and incorporated into the MPEG-DASH standard. Low-latency streaming has been a long-standing challenge for live sports and other real-time content. While broadcast latency typically sits just above five seconds, conventional streaming often ranges from 20–45 seconds. Yospace’s solution delivers sub-five-second latency while supporting highly targeted advertising without compromising revenue.

Olivier Cortambert, Head of Solutions Architecture, Yospace, said, “Dynamic ad insertion is the backbone of live streaming monetisation, and low latency streaming of major sporting events is commercially challenging without ad revenue. Our successful demonstration at IBC is a real breakthrough as it is not only one of the first ever use-cases of SGAI powered by MPEG-DASH Events, but we kept our promise to deliver low latency without any adverse effect on the user-experience or commercial opportunity.”

The demonstration, developed in collaboration with Qualabs and integrated with Shaka Player, featured a new non-disruptive L-Shape ad format running alongside the main content stream, as well as an innovative measurement system that reports real-time, IAB-compliant ad view data. L-Shape squeezebacks are among the connected TV ad formats promoted by IAB Tech Lab and are moving toward standardisation.

The solution was part of the IBC Accelerators programme’s Ultra-Low Latency Live Streaming at Scale project, led by Alex Giladi at Comcast alongside BBC, Bouygues Telecom, BT Media & Broadcast, Channel 4, GLOBO, RTE, SVTA, and YLE.

“The IBC Accelerator project really would not have happened without the leadership of Alex Giladi at Comcast and Mark Smith at IBC,” continued Cortambert. “They brought together all the partners and helped ensure the project’s success.

“Alex was also heavily involved with developing the new DASH standard, so it’s great to see his early vision realised with a real-world use of the technology.”