Mware SGAI “a real winner for any ad-supported streaming business”
Mware, a cloud-based multi-tenant platform provider, will showcase its full implementation of Server-Guided Ad Insertion (SGAI) at IBC 2025. Powered by Dolby technology and integrated with the Dolby Optiview player, SGAI is now available across MwareTV’s Television Management System (TVMS) and all user-facing apps built with its intuitive App Builder.
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 personalised 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 monetisation for streaming services. According to Statista, over-the-top (OTT) and television ad revenue reached US$74 billion in the US in 2023, with continued growth projected. The challenge lies in delivering relevant, targeted ads without disrupting the viewer experience, and the answer lies in SGAI.
Sander Kerstens, CEO, MwareTV, explained, “The research shows huge revenue improvements by implementing SGAI. We see 132% improvement in fill rate and 76% uplift in effective Cost Per Mile (CPM).
“Tracking accuracy is much more accurate, and the architecture leads to 50% fewer ad requests than Server-Side Ad Insertion (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 uninterrupted 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 monetisation 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.Experience SGAI and the complete MwareTV platform at stand 5.B36 during IBC2025, which is taking place from September 12-25 at the RAI Amsterdam Convention Centre.
