Dynamic Ad Insertion in 2025: Best Practices

Dynamic ad insertion (DAI) underpins monetization in both VOD and live streaming. By 2025, best practices are well established to maximize revenue while maintaining quality of experience.

How It Works

DAI systems replace ad markers in content with personalized ads. This requires coordination between ad servers, packagers, and players. SCTE-35 or equivalent markers signal where ads belong.

Key Challenges

• Latency: Ads must load quickly to avoid playback stalls.
• Accuracy: Misaligned markers cause jarring transitions.
• Measurement: Reliable impression tracking is essential for revenue.
• Scale: Systems must handle millions of concurrent ad calls.

Best Practices

• Insert markers early in the workflow, not downstream.
• Test ad transitions on multiple devices.
• Monitor both ad performance and viewer experience.
• Use server-side stitching for consistency across platforms.
  

DAI is the backbone of free streaming models, including FAST. Done right, it provides a seamless experience for viewers and reliable returns for content owners.