What SSAI and DAI actually do
Server-side ad insertion stitches ads directly into the video stream on the server, so the player receives one continuous manifest instead of fetching ads separately on the client. Because the ad and the content arrive as a single stream, SSAI is harder for ad blockers to strip out and behaves consistently across devices — smart TVs, mobile, and web — that each handle client-side ad calls differently.
Dynamic ad insertion (DAI) is the broader practice of choosing which ad each viewer sees in real time, then delivering it. SSAI is one way to deliver those decisions. Together they let you target ads per viewer and per session while keeping playback smooth, which matters most for live sports and high-concurrency events where a dropped ad break is visible to everyone at once.
SSAI vs CSAI vs SGAI: when to use which
These three approaches differ in where the ad decision and the stitching happen. The right one depends on your device mix, your measurement needs, and how much control you want to keep over the ad pipeline.
| Where stitching happens | Strength | Trade-off | |
|---|---|---|---|
| CSAI (client-side) | In the player | Rich interactive ad formats, simpler server setup | Inconsistent across devices; easier for ad blockers to strip |
| SSAI (server-side) | On the server, into the manifest | Consistent playback, blocker-resistant, device-agnostic | Less interactivity; stitching can tie you to one vendor |
| SGAI (server-guided) | Player follows server instructions, stitches locally | SSAI-grade signaling without locking stitching to one supplier | Newer pattern; needs a player that supports the signaling |
For most broadcasters running live at scale, SSAI is the safe default for reliability. We increasingly pair it with server-guided ad insertion (SGAI) so the ad signaling stays open while the heavy stitching can run wherever you choose — including your own infrastructure.
How Eyevinn builds it
We start from the parts that break in production, not the demo. That means SCTE-35 marker handling for clean ad-break boundaries, graceful behaviour when an ad pod is cut short or returns late, and stitching that holds up under real CDN load during a live event.
A typical engagement covers VAST and VPAID ad-server integration, manifest manipulation and stitching, player-side signaling, and the measurement plumbing that proves the ads were actually delivered and counted. We connect to your existing ad-tech platform rather than forcing a new one, and we build on open-source components — including our own SGAI Ad Proxy and Test Ad Server — so you can inspect and run every piece yourself.
Avoiding vendor lock-in
The usual catch with SSAI is that the stitching vendor ends up owning your ad logic. Switching later means rebuilding the workflow, so the "easy" managed option becomes the expensive one.
We design around that. Server-guided ad insertion (SGAI) with open signaling separates the ad decision from the stitching, which lets you run the stitching in your own infrastructure and change suppliers without rewriting the pipeline. Everything we deliver runs on open-source foundations, so you keep and operate the platform whether or not you keep working with us.
Who we work with
We build SSAI and DAI for broadcasters and OTT platforms across the Nordics, the UK, and beyond. Our ad-insertion work includes TV4, ITV, TV2 Norway, and FloSports — covering live sports, large-scale OTT, and linear-to-digital workflows where ad delivery has to hold up under peak concurrency.
We work the same way with broadcasters outside Sweden as inside it: integrate with the ad-tech you already use, keep the architecture portable, and leave you owning the result.
Frequently Asked Questions
What is the difference between SSAI and CSAI?
SSAI (server-side ad insertion) stitches ads into the video stream on the server, so the player receives one continuous manifest. CSAI (client-side) has the player fetch and play ads separately. SSAI gives more consistent playback across devices and is harder for ad blockers to strip, but allows less interactive ad formats than CSAI. Most broadcasters running live at scale choose SSAI for reliability.
Does SSAI lock me into one ad-stitching vendor?
It can, if the stitching and the ad logic are bundled together. We avoid that by using server-guided ad insertion (SGAI) with open signaling, which separates the ad decision from the stitching. That lets you run the stitching in your own infrastructure and change suppliers without rebuilding the workflow. Everything we build is open-source, so the platform stays yours.
Which ad servers does Eyevinn integrate with?
We integrate with VAST- and VPAID-compatible ad-tech platforms, connecting to the ad server you already use rather than requiring a specific one. We also maintain open-source tooling such as our SGAI Ad Proxy and Test Ad Server, so you can build and validate ad workflows in a test environment before going live.
Does Eyevinn work with broadcasters outside Sweden?
Yes. We work with broadcasters and OTT platforms across the Nordics and Europe. Our SSAI work includes ITV in the UK and TV2 Norway, alongside Swedish broadcaster TV4 and sports streamer FloSports. We integrate with your existing ad-tech and keep the architecture portable wherever you operate.
Talk to the team that built SSAI for TV4 and ITV
Bring us the ad-delivery problem you have not been able to get past — a vendor you want to move off, a live break that keeps failing, or an SSAI build you would rather not own alone. We will tell you what it takes.
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