In supporting both server- and client-side ad insertion, Adobe’s clients theoretically get the best of both worlds.
Server-side stitching streamlines ad delivery because publishers don’t need to build SDKs to different devices. Publishers can stitch an ad right into content in a single stream – rather than relying on a content delivery network to call up an ad network to deliver the video ad.
But there are strengths and weaknesses to both of these methods.
Because ads and content are essentially stitched together in server-side, some argue this method helps avert ad blockers (though that's more probable in a desktop environment at the browser level).
On the flip side, said Foster, analytics for server-side ad insertion aren’t as rich as those for client-side ad insertion. Additionally, hosting and content delivery costs tend to be higher
“Taking a hybrid approach lets you [serve an ad] to every device, maintain IAB compliance, and keep hosting and content delivery costs down,” he explained.
In other news, Adobe updated Adobe Analytics for Video to allow publishers to report video views on a per-second basis.
In the past, its reporting analyzed starts and stops (or told a publisher that a viewer made it through 50% of the video) but didn’t address video view time in absolute terms – e.g., six seconds might look like six minutes without the added granularity.
Adobe will also support both Nielsen and comScore metrics within Adobe Analytics for Video, as well as through the Adobe Primetime TV SDK.
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