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Ad-Tech enables pay TV operators to identify and replace advertising on premium streaming services istock/ m-gucci

Fraunhofer FOKUS and Norigin Media present new Ad-Tech solution

News from Dec. 08, 2020

In collaboration with the Scandinavian company Norigin Media, Fraunhofer FOKUS presents a solution to exchange advertising content in catch-up and streaming formats. The joint over-the-top (OTT) ad tech offering of the two companies will enable pay TV operators to identify and replace advertising on premium streaming services to target specific audiences.

The AdScan solution developed by Norigin Media enables the recognition of advertising content in OTT video streams and catch-up offers. The AI-based software detects the beginning and end of advertising. It creates advertising markers, so-called CuePoints, which are used to identify and later replace the advertising content by video players or Server-Side Ad-Insertion (SSAI) solutions.

For this purpose, Fraunhofer FOKUS has implemented a Dynamic-Ad-Insertion-Workflow (DAI) based on cue points and which seamlessly integrates into the SSAI platform. Using the SSAI software components for MPEG DASH and HLS developed by Fraunhofer FOKUS, replaces the original advertisement with target group specific content by server-side stitching.

Robert Seeliger, a research associate at Fraunhofer FOKUS, explains: “The automated and reliable creation of advertising markers for over-the-top content opens up new potential for content monetization for platform and streaming providers. We have shown that dynamic ad insertion workflows can easily build on ad marker detection solutions when SCTE35 markers are not available in the source content.“