SSCI: Beyond SSAI – The Evolution of Content Insertion in OTT

From CSAI to SSAI: Fixing Frustrating Ad Experiences

In the early days of OTT, CSAI dominated. The client player would pause the stream, fetch an ad from an external server, and attempt to resume playback.
This approach often led to:

Buffering and Playback Issues: Ads played without issue, but the main content frequently stalled.
Ad-Content Disconnect: Transitions were jarring, making the experience feel cobbled together.
Ad Blocker Problems: CSAI’s reliance on separate ad calls made it vulnerable to ad blockers.

These issues made for a frustrating viewer experience, highlighting the need for a server-side solution.

SSCI: Beyond SSAI – The Evolution of Content Insertion in OTT

SSAI: The Foundation of Seamless Content Delivery

The introduction of the EXT-X-DISCONTINUITY tag in Apple’s HTTP Live Streaming (HLS) protocol over a decade ago was a pivotal moment. This tag enabled the seamless stitching of unrelated media segments within a single playlist, laying the groundwork for Server-Side Ad Insertion (SSAI). With SSAI:

Ads and Content Became One: By integrating ads directly into the stream, SSAI eliminated buffering gaps.
Ad Blocker Resistance: Ads were harder to block because they were stitched into the content stream.
Improved Viewer Experience: Playback was smooth, uninterrupted, and much more enjoyable.

While SSAI initially focused on ad insertion, its capabilities hinted at a broader potential for personalized content delivery.

SSCI: Jukebox TV and the Future of Personalized Content

Server-Side Content Insertion (SSCI) takes SSAI’s seamless integration of media to the next level. Instead of just inserting ads, SSCI allows for the dynamic integration of a wide range of content types. A prime example is Jukebox TV, which demonstrates how SSCI can empower fully personalized TV experiences.

How Jukebox TV Works

Dynamic Manifest Manipulation: The server dynamically updates the HLS playlist (manifest) to insert the selected music video into the stream in real time.
Seamless Transitions: The EXT-X-DISCONTINUITY tag ensures smooth playback between music videos, even when they differ in codecs, resolutions, or durations.
User-Driven Experiences: Users can queue songs, creating a fully personalized stream tailored to their preferences.

For example, when a user selects a music video, the server instantly updates the manifest to insert the requested video, followed by the next scheduled content or another user-selected track. The result? A seamless, uninterrupted viewing experience that feels like a curated live channel.

The Benefits of SSCI Over SSAI

Content Beyond Ads: Unlike SSAI, which focuses on monetization through ads, SSCI enables the delivery of diverse content types such as trailers, music videos, regional programming, or live event highlights.
User Personalization: SSCI empowers platforms to offer fully tailored experiences, from on-demand music channels like Jukebox TV to regionalized news updates.
Viewer-Centric Design: By focusing on content relevance and quality, SSCI enhances user satisfaction and engagement.

Challenges in SSCI Implementation

Technical Complexity: Dynamically updating manifests in real time requires robust backend systems and metadata handling.
Scalability: Personalization at scale demands high-performance infrastructure to manage concurrent streams efficiently.
Regulatory Compliance: Ensuring compliance with regional privacy laws is crucial, especially for personalized content.

Future Opportunities with SSCI

AI-Driven Personalization: Platforms can use AI to recommend and insert content based on viewer preferences in real time.
Hybrid Content Delivery: SSCI enables seamless blending of live and on-demand content, ideal for events or episodic storytelling.
Global Reach with Localized Touch: Platforms can dynamically insert region-specific content, such as local news or sports highlights, into global streams.

Conclusion: SSCI as the Future of OTT

SSCI represents the next evolution in OTT content delivery. By addressing the frustrations of client-side approaches and building on the foundation of SSAI, SSCI offers a seamless, personalized, and viewer-first experience. Platforms like Jukebox TV showcase how SSCI can transform streaming, allowing users to create fully tailored channels that go beyond ads.
As SSCI continues to evolve, it promises to redefine how we think about content delivery—moving from a one-size-fits-all model to truly personalized, on-demand experiences. For platforms looking to stay ahead in the competitive OTT space, SSCI isn’t just an option—it’s the future.

Article written by
Sylvain Corvaisier