Tim Sewell: DAI is more than just stream stitching when done effectively.
The connected TV space has enjoyed a surge in growth in recent years, and big digital platforms are now making aggressive plays in the market. In 2026, nearly 85% of all ad sales from subscription OTT services will come from connected TVs, according to MNTN Research, meaning there are plenty of opportunities to reap the rewards of the ad dollars available, but broadcasters need to leverage their unique market position to succeed.
To stay competitive, broadcasters must implement the right strategy and offer advertisers something that the likes of YouTube cannot: a superior, scalable, and seamless ad experience delivered to an engaged audience. Dynamic ad insertion (DAI) has now become the gold standard. It presents a holistic monetization solution that transforms broadcaster platforms into advertising powerhouses. But how can broadcasters use DAI to bridge the gap to the future of ad monetization?
Going Beyond Simple Stream Stitching
Maximizing revenue in streaming requires more than simply enabling server-side ad insertion (SSAI) or server-guided ad insertion (SGAI). To capitalize on digital advertising, broadcasters must integrate advanced tools that transform ad insertion into a comprehensive monetization strategy.
A key priority should be enhancing the viewer experience so that advertising is relevant and engaging. Addressable advertising is critical in reducing churn, as a seamless and personalized experience keeps audiences watching longer and strengthens their connection to the content. At the same time, expanding platform reach is key for capturing the full value of an audience. By enabling DAI across all segments, broadcasters can gather accurate real-time metrics to optimize ad performance, ensuring that no viewer is left behind.
Integrating Smarter Ad Strategies To Boost Revenue
Tapping into existing inventory is another avenue for maximizing revenue without disrupting the viewing experience. Features such as live rewind mode create additional ad opportunities, while innovative formats such as pause ads allow broadcasters to generate incremental revenue without increasing ad load. To scale these monetization efforts effectively, prefetching systems offer a solution for true one-to-one addressability, even during peak streaming events. By intelligently preparing ad decisions ahead of time, broadcasters can ensure seamless delivery while optimizing every placement for maximum yield.
There is also a need to put greater emphasis on measurement and transparency. Broadcasters are widely recognized as being the gold standard in this regard, particularly when compared to the wider CTV/FAST landscape. Advertisers demand real-time insights into campaign performance, and providing access to system log data enhances measurement capabilities, builds trust and improves overall ad effectiveness. Broadcasters that embrace a holistic monetization strategy will unlock new revenue streams, optimize ad efficiency and maintain a premium viewing experience.
Monetization Without Compromising Viewer Satisfaction
Advertisers demand the same level of one-to-one addressability and real-time analytics from broadcasters as they do from digital platforms. DAI enables broadcasters to meet these expectations, serving highly targeted ads that boost engagement while providing advertisers with actionable insights. This data-driven approach strengthens broadcaster-advertiser relationships, ultimately driving more revenue.
Also, balancing ad monetization with viewer satisfaction is critical. Seamless ad integration through DAI ensures that ads do not disrupt content flow, preserving engagement. Features such as extended DVR windows can also be monetized efficiently without negatively impacting the user experience.
Broadcasters must evolve their monetization strategies to compete with digital-first platforms. By leveraging advanced DAI techniques, broadcasters can deliver a compelling ad experience, unlock new revenue streams and build lasting relationships with advertisers. SSAI remains the gold standard today, but as the industry transitions towards SGAI, those who adopt a forward-thinking overarching DAI strategy will be best positioned for long-term success.
By investing in scalable, data-driven ad insertion technology, broadcasters can solidify their position in the CTV market, ensuring they remain competitive against digital giants while maximizing the full revenue potential of their content.
Tim Sewell is CEO of Yospace.
