A few months ago, we explored the differences between different ad insertion models in video content: CSAI (Client-Side Ad Insertion) and SSAI (Server-Side Ad Insertion). You can check out that article here.
It seems quite logical that these models continue to evolve, as this is inherent to technology—and ad insertion models are no exception. We now have a hybrid approach that combines the best of both technologies to monetize content while meeting the same core needs: primarily delivering the best possible user experience and maximizing revenue for content owners.This new model is SGAI (Server Guide Ad Insertion), and in the following sections we will break down its advantages and potential drawbacks compared to the previous models. We will also explain, from a functional perspective and without going too deep into technical details, how it works.
Let’s start with a quick recap of CSAI and SSAI.
CSAI (Client-Side Ad Insertion) is the technique where all ad insertion takes place on the client side, meaning in the video player itself. The player is responsible for playing the content, pausing it, requesting an ad from the ad server, playing it, and then resuming the original stream.
SSAI (Server-Side Ad Insertion) works differently: in this technique, the responsibility for playing video ads does not fall on the client. Instead, the ad insertion is performed on the server side, which delivers the video content with the ads already stitched into a single stream.
Now let’s move on to SGAI and all the new features this hybrid ad insertion model brings, as well as its advantages and disadvantages compared to the previously discussed models, CSAI and SSAI.
SGAI is an ad insertion method where the server guides the client on which ads to display and when to display them, but it is the client that requests, downloads, and renders the ad in real time. Unlike SSAI, where ads are stitched to the content directly from the server, or CSAI, where the client does all the work, SGAI combines the most important features of both models.
The detailed workflow of an ad insertion through SGAI could follow a process quite similar to this:
At this point, and to clarify the differences between the three ad insertion methods, let’s summarize them in a table:
The SGAI (Server-Guided Ad Insertion) model is not simply a midpoint between CSAI and SSAI; it represents a new stage in the evolution of video ad insertion. Its main strength lies in having “solved” the key weaknesses of the previous models: the fragmentation and vulnerability of CSAI, and the technical rigidity of SSAI. By combining the best of both approaches, SGAI delivers a much more balanced value proposition: smooth user experiences, detailed metrics, real-time personalization, and compatibility with advanced ad formats.
In a context where on-demand video (AVOD), free ad-supported channels (FAST), and live sports events set the pace of the market, the ability to deliver dynamic, flexible, and highly targeted advertising without compromising the viewing experience becomes a critical competitive advantage. For all the reasons mentioned above, higher eCPMs and increased fill rates are the main competitive benefits of this model.
Not everything is an advantage, and there is still a way to go, as with the adoption of any new technology. The main challenges for SGAI moving forward include achieving independence from video players and becoming a market standard within a highly fragmented technological ecosystem. The path seems clear: greater global collaboration among technology providers, advertisers, and broadcasters. This will likely be a matter of time rather than a lack of maturity in a technology that has already proven to be very robust.
Looking ahead, SGAI is poised to become the most widely adopted technology for streaming monetization. Its potential lies not only in optimizing current advertising models but also in opening the door to new interactive formats, real-time shopping experiences, and ad models that are far more integrated with the content. In this sense, it is not just about inserting ads—it is about redefining the relationship between brands, content, and audiences.
At tvads we has a professional team able to advise you on this field and and guide you in any area of your streaming advertising business, advising you or even operating it on your behalf if necessary
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