Learn about Dynamic Ad Insertion (DAI)
Dynamic Ad Insertion (DAI) is a server-side video ad technology that enables you to serve video ads into live linear programming and video on demand content. DAI stitches your video content and ads into a single stream, independent of a web page or app, and removes the ad request and ad response process from the SDK. This reduces the likelihood of client-side errors and produces a seamless TV-like experience without latency or buffering between content and ads.
With DAI, you can target individual ads for live linear and video on demand programming, obtain multi-screen reach with broad device support, and take advantage of programmatic monetization across all devices with Ad Exchange for Video. Regardless of the original format of your content, once it becomes digital, DAI can stitch custom targeted video ads into the stream, based on the individual user viewing the content.
Traditional (non-DAI) video advertising
- The video player on the web page or app loads the SDK.
- The SDK makes a request to the ad server and receives a VAST response.
- The SDK parses VAST response.
- The SDK retrieves inline video creatives (and companions, if needed).
- The video player plays the ad.
- The SDK loads impression pixels.
- After ads are shown, the video player fetches and plays content from the CDN.
Steps 2-7 are repeated every time ads need to be shown.
Dynamic Ad Insertion
- The web page or app loads the IMA SDK.
- The IMA SDK makes request to the Ad Manager DAI cloud service for content.
- The cloud service returns ads and content stitched together in a single stream.
- The video player plays the stream.
- The IMA SDK loads impression pixels.
Traditional video feature support for DAI
Most common video features are supported for DAI, depending on the platform where they appear. You can see more information here about video features that may not be supported for certain platforms, and for any additional targeting that may be required to ensure delivery to DAI inventory.
|Feature||Support status||More information|
|Clickable ads||Varies||Clickable ads can be executed on browsers when using the HTML5 (desktop), iOS and Android IMA SDKs. All other platforms do not support this functionality.|
|Companion ads||Varies||Companion ads can be executed on HTML5 browsers when using the IMA SDK. All other platforms do not support this functionality. Learn more|
|Viewability||Varies||Reporting metrics for viewability can be tracked on HTML5/Desktop, iOS, and Android when using the corresponding IMA SDKs. All other OTT platforms do not support this functionality due to the inability to scroll down or up on a video page.
On platforms where the IMA SDK is not available and the DAI API is used, publishers can implement Open Measurement Interface Definition (OMID) for viewability tracking, which is not yet MRC accredited.
|VPAID and skippable ads||Not supported||VPAID and skippable ads are not supported through Ad Manager DAI because these ad formats cannot be transcoded. Both the content and ads need to be transcoded into various HLS variants so the highest quality adaptive bitrate (ABR) can deliver.
When you set up your DAI inventory, make sure that VAST creatives are the only ads available and targeted. This can easily be achieved using video creative profiles.
When VPAID and skippable creatives are eligible and selected, they will not deliver, resulting in an unfilled monetization opportunity.
|Video fallback||Not supported||The video fallback feature is helpful when delivering your standard video campaigns mitigating the risk of not monetizing an impression opportunity. However, for your DAI campaign, this feature is not supported, so it is essential that VAST video ads are the only targeted and eligible creative.|
Additional requirements for DAI
While Ad Manager provides many supported options for delivering video ads to a wide variety of inventory, DAI has some additional requirements that ensure only your premium content is matched up with premium video ads.
All video ads must be able to be transcoded
Transcoding is the method of taking one ad format and converting it into another format. In the case of live linear DAI, ads can begin in a linear format and then be transcoded into a digital format. A transcoded ad can also be formatted into different adaptive bitrates (ABR) to increase or reduce the number of pixels compressed in that particular ad. The higher the pixel count, the higher the quality of the ad.
Only ads that are able to be transcoded are supported through Ad Manager DAI.
All video ads must be VAST compliant
The IAB's Video Ad Serving Template (VAST) is a video format designed to standardize communication between video players and servers, facilitating traffic across all kinds of publishing platforms. All video ads used with DAI must be VAST-compliant.
When you create your DAI network, ensure you set up DAI-specific ad units. This allows you to track and report DAI campaign delivery, prevent non-compliant video ads from being targeted to DAI inventory, and reduces trafficking errors.
Video ad ingestion
Before you deploy your DAI campaign for live linear or video on demand, video ad content must be ingested or uploaded into the Ad Manager DAI CDN, where it is transcoded into the required HLS variants.
When your video ad content is ingested and transcoded, Ad Manager reviews the ad content loudness and attempts to normalize to a broadcast industry (ATSC/EBU) standard level.*
If there is an error during the normalization process, Ad Manager continues to encode and deliver (unnormalized). Creatives are not rejected for audio normalization errors.
* Supported for Ad Manager ingested and transcoded content with AAC (Stereo) codec.
If ingestion and transcoding are not performed prior to launch, they occur on the first monetizable impression. You should set up tests for DAI campaigns to ensure all video ads are eligible, transcoded, and ready to serve to your live campaign.
Set up test campaigns
To ensure ad eligibility and content ingestion prior to your live campaign, you can complete the following:
Book and test direct sold campaigns
If your direct buys have VAST re-directs, work with your advertisers to ensure their third-party ad servers are booked and targeted with VAST only video ads.
Book and test programmatic buys
If your programmatic line items have VAST redirects ensure that you have ad rules that only serve VAST video ads. If any non-transcodable video ads (for example, VPAID) are eligible, they do not deliver.
Write a script to request streams with targeting parameters
All DAI-enabled content for the campaign should be played to ensure ads are requested with all of the applicable targeting parameters (for example, key-value or DAI-specific ad units). Once the ad requests are made, Ad Manager triggers the ad ingest process.