Dynamic Ad Insertion
Dynamic Ad Insertion in the video world refers to adverts being inserted in real time (or near real time) rather than being scheduled much in advance. Furthermore, dynamic ad insertion most often means that different ads can be inserted for different users. That way, two users that watch the same content, at the same time, and on identical devices, may see different adverts.
Prior to dynamic ad insertion, advertising was typically sold and scheduled to be shown to all viewers. Besides the fact that all viewers would see the same ads, it was also virtually impossible to determine how many viewers watched which ads.
Dynamic ad insertion is a major shift which enables advertising to be targeted to the users, thereby ensuring that the adverts are more relevant to the viewers. Furthermore, most implementations of dynamic ad insertion provide the mechanisms needed for checking who watched which ad. This, in turn, can be used both for billing the advertisers, and for determining how successful advertising campaigns are.
Links
- Google: https://support.google.com/admanager/answer/6147120?hl=en
- Harmonic: https://www.harmonicinc.com/insights/blog/dynamic-ad-insertion-tips-to-best-monetize-your-content
- IBC: https://www.ibc.org/features/dynamic-ad-insertion-fast-and-the-future/9655.article