At IBC, Yospace is discussing addressable streaming advertising’s move into a new phase, while noting that industry standards have begun to unlock new ad formats and delivery models. Paul Davies, Head of Marketing, Yospace, said: “The World Cup was our biggest test yet. The system scaled without problems.”
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The company stitched 11.5 billion addressable live-streamed ads during the tournament, up from around 8 billion during the Olympics Games in Paris in 2024; it is now running at a rate of 10 billion ads a month.
Davies also said customers are increasingly looking to adopt server-guided ad insertion (SGAI), but broader player support remains the key barrier to migration from established server-side ad insertion (SSAI). Yospace expects its first SGAI deployments this year.
At the same time, standardised non-linear formats such as L-banners and pause ads are emerging, alongside improved measurement and viewability.
“The story is more about a collective move towards standardisation around ad insertion,” Davies said.
Stand Number: 5.C78
Company: www.yospace.com
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