Yospace Achieves Sub-5 Second Cumulative Latency for Addressable Ad Insertion at IBC2025: A Key Innovation in Advertising Technology

STAINES-UPON-THAMES, U.K.– A meaningful leap forward in live streaming technology was demonstrated this month as Yospace, a specialist in dynamic ad insertion, achieved a breakthrough in one-to-one addressable advertising with less than one second of added latency. This advancement results in a total glass-to-glass latency of under five seconds.

The Company’s innovation represents the frist real-world application of the new Option Media Presentation, recently standardized within the MPEG-DASH standard by the Streaming Video Technology Alliance (SVTA). This growth addresses a critical challenge in the industry: balancing the need for personalized advertising with the demand for near-real-time live content delivery.

The Challenge of Low Latency and ad Insertion

For years,the streaming industry has strived to reduce latency-the delay between an event occurring and its viewers seeing it-to match,or even improve upon,conventional broadcast television. Traditionally, live broadcast latency has hovered above five seconds, while live streams often faced delays ranging from 20 to 45 seconds. Now, with the new standard, low latency is considered to be between one and six seconds.

The integration of addressable advertising into these low-latency streams presented a major obstacle. Delivering personalized ads requires time for ad tech systems to process requests,execute potential real-time auctions,and respond,a process that could easily cause timing issues and lost revenue opportunities.

As ad revenue remains a cornerstone of the video streaming business model, preserving commercial opportunities while minimizing latency is paramount. This latest advancement aims to achieve precisely that balance.

Yospace’s sub-5 second solution leverages the new MPEG-DASH Alternative Media Presentation streaming extensions, developed by a working group within the SVTA, to which Yospace actively contributed. The Company collaborated with Qualabs, who aided in integrating the system with the Shaka Player.

Innovative Ad Format and Measurement

The exhibition featured a non-disruptive “L-Shape” ad format, displayed alongside the main video stream. This format is currently gaining traction as a standardized option, spearheaded by the IAB Tech Lab. Furthermore, the system incorporated an ad measurement technique providing real-time data on ad views, ensuring compliance with IAB standards.

Latency Type	Typical Range (Seconds)	Ideal Range (Seconds)
Traditional Broadcast	> 5	N/A
Typical Live Stream	20-45	N/A
Low Latency stream	1-6	1-3

“dynamic ad insertion is basic to monetizing live streaming, and delivering low-latency streams for major sporting events is commercially unsustainable without it,” stated Olivier Cortambert, Head of Solutions Architecture at Yospace. “Our demonstration at IBC represents a real breakthrough, not only as it is one of the first implementations of SGAI powered by MPEG-DASH Events, but because we’ve achieved low latency without compromising user experience or revenue potential.”

Did You Know? The IAB Tech Lab is actively working on standardizing CTV ad formats like the L-Shape squeezeback to ensure consistency and improve measurement across the industry.

Pro Tip: Understanding the nuances of latency and ad insertion techniques is crucial for anyone involved in live video streaming, from content creators to advertising professionals.

The Future of Live Streaming Advertising

This innovation by Yospace signals a broader trend towards more elegant and personalized advertising experiences within live streaming environments. As viewers increasingly shift to streaming platforms for live events, the ability to deliver targeted ads with minimal disruption will be a key differentiator for content providers and ad tech companies alike. The continued development of standards like MPEG-DASH and the ongoing efforts to refine ad formats promise to further enhance the quality and effectiveness of live streaming advertising in the years to come.

Frequently Asked Questions about Low Latency Streaming

Do you think this new technology will dramatically change the way live events are monetized? What other innovations do you foresee in the live streaming space?

Share your thoughts in the comments below!

How does Yospace’s sub-5 second latency achievement specifically enhance the effectiveness of targeted advertising during live events like sports and breaking news?

The Challenge of latency in Addressable TV Advertising

For years, a important hurdle in the advancement of addressable TV advertising has been latency. The delay between a viewer requesting content and the delivery of a personalized ad experience has impacted user experience and, crucially, campaign effectiveness. High latency leads to ad breaks feeling disjointed,perhaps frustrating viewers and diminishing the impact of the advertisement. Traditionally, dynamic ad insertion (DAI) processes introduced delays, hindering the seamless integration of ads into live and on-demand streams. This is particularly critical for live sports and news, where real-time relevance is paramount.

Yospace’s Breakthrough: Sub-5 Second Latency

At IBC2025, Yospace announced a major breakthrough: achieving sub-5 second cumulative latency for addressable ad insertion. This represents a significant leap forward in advertising technology, significantly reducing the delay previously associated with personalized ad delivery. This achievement leverages advancements in edge computing, optimized signaling protocols, and refined DAI algorithms.

Here’s a breakdown of how Yospace accomplished this:

* Edge-Based processing: Moving key processing functions closer to the end-user, reducing network hops and transmission times.

* Optimized signaling: Streamlining the interaction between the video player, ad server, and Yospace’s platform.

* Advanced DAI Algorithms: Refining the algorithms that determine ad selection and insertion to minimize processing time.

* SCTE 35 Integration: Leveraging the SCTE 35 standard for precise ad insertion points, ensuring seamless transitions.

Understanding Cumulative Latency & Its Impact

Cumulative latency refers to the total delay experienced from the moment a user initiates a video stream to the moment the first frame of the ad appears. Previously, typical latency for addressable TV ads ranged from 7-12 seconds. Reducing this to under 5 seconds has profound implications:

* Improved User Experience: A smoother, more integrated viewing experience with less noticeable ad breaks.

* enhanced Ad Effectiveness: Ads are delivered in a more contextually relevant timeframe, increasing engagement and recall.

* Greater Suitability for Live Events: Enabling effective addressable advertising during live sports, news, and other time-sensitive programming.

* Increased Revenue Opportunities: The ability to deliver more effective ads translates to higher CPMs (Cost Per Mille) and increased revenue for broadcasters and content owners.

The Technology Behind the Innovation: A Deeper Dive

Yospace’s solution isn’t a single fix, but a holistic approach to optimizing the entire ad tech stack. Key components include:

1. Server-Side Ad Insertion (SSAI): Yospace utilizes SSAI, where ad insertion happens on the server-side before the stream is delivered to the user. This avoids the latency associated with client-side ad insertion.
2. Personalized Ad Decisioning: The platform leverages first-party data and advanced targeting capabilities to deliver highly relevant ads to individual viewers. This includes household-level targeting and cross-device identification.
3. Real-Time bidding (RTB) Integration: Seamless integration with leading demand-side platforms (DSPs) and supply-side platforms (SSPs) allows for dynamic ad auctions and optimal ad yield.
4. Advanced Analytics & Reporting: Comprehensive analytics provide insights into ad performance, audience engagement, and campaign effectiveness. Metrics include viewability rates, completion rates, and incremental reach.

Benefits for Broadcasters and Content Owners

The implications of Yospace’s sub-5 second latency achievement are significant for the broadcasting and content ownership landscape:

* Competitive Advantage: Offering a superior advertising experience compared to competitors.

* Increased Ad Revenue: attracting premium advertisers willing to pay higher CPMs for more effective ad delivery.

* Enhanced Viewer Engagement: Reducing ad-related frustration and improving overall viewer satisfaction.

* Future-Proofing: Positioning themselves to capitalize on the growing demand for addressable TV advertising.

Real-World Applications & potential Use Cases

The reduced latency opens up new possibilities for targeted advertising across various content formats:

* Live Sports: Delivering personalized ads during live games without disrupting the viewing experience. Imagine a beer ad targeted to viewers watching a football match.

* Breaking News: Inserting relevant ads during live news broadcasts, capitalizing on immediate audience attention.

* On-Demand Video: providing a seamless and personalized ad experience for viewers streaming movies and TV shows.

* Connected TV (CTV) Advertising: Optimizing ad delivery on smart TVs and streaming devices.

The Future of Addressable TV advertising

Yospace’s achievement at IBC