OTT Ad Monetization

Build new revenue stream through mid-roll ad insertion

OTT Ad Monetization solution for Post-cable networks

Given the worldwide explosion of OTT viewership, combined with increasing connected-TV homes, growth of OTT platforms, vMVPDs and AVOD operators has been spectacular. These operators are starting to replace traditional cable/satellite as the TV operator of choice. This has led advertisers to start moving their TV budgets to AVOD platforms as a credible alternative that provides all the benefits of traditional TV advertising combined with targeting and transparency. For AVOD and vMVPD operators, advertising is becoming an important and scalable revenue source.

Amagi offers such digital platforms a world-class Dynamic Ad Insertion (DAI) solution that can be deployed as a stand-alone product implementation or as a fully managed service.


  • Server-side ad-insertion system for live, linear and VOD platforms
  • Machine-learning based ad-break point identification system for VOD mid-rolls
  • Analytics engine for real-time and time-lapse view of ad-break performance and viewership
  • Policy-driven ad-server defining rule engines for connecting to multiple ad-networks and maximizing revenue
  • Monitoring and alert system for human operators to control and resolve problems

Application Areas

To monetize linear OTT channels programmatically
To monetize linear OTT channels programmatically

Generate ad revenues for OTT channels and vMVPD platforms such as YouTube TV, Amazon Prime Video, Verizon, Sony PlayStation Vue, Roku, and Twitch.

As a platform to monetize VOD content
As a platform to monetize VOD content

Serve mid-roll, pre-roll, and post-roll ads while playing VOD assets published on vMVPD platforms or OTT web applications.

Monetizing live sports and events
Monetizing live sports and events

Monetize live sports by supporting tens of millions simultaneous viewers using high concurrency ‘hyperscale’ feature.





In ad detection where the fingerprint matching is done with incoming ad in the stream with the one existing in library database, what happens when a shorter duration of the same ad is served? For example, Nike ad is played which is of 20 seconds. Later Nike releases an ad wherein the first 5 seconds are same but the last 15 seconds is shortened by another 5 seconds, totalling 10 seconds. Will there be a match in that case?

Yes. In the current system it will be a match, but it will be flagged as a “duplicate” in the system as two ads of different duration will respond positive and hence, both will be discarded. This can be improved if we can track the ad till the end and this is on our product roadmap.

When the user has in-house ad sales, why do we need Google DFP? Can we completely get away from it?

Google DFP is mostly used as a campaign management system by everyone. If someone has in house ad sales, they need an ad server to manage and serve ad campaigns. It is a very powerful campaign management system that also supports integration with third-party ad networks.

What's the difference between normal and professional version of Google DFP?

There are two versions for Google DFP.

DFP Small Business and DFP Premium

  • DFP small business is free for everyone but has a limited feature set. For example, it can support only in-house ad sales and cannot connect with third-party ad networks and it cannot connect with AdX as well.
  • DFP Premium is an extensive campaign management system for tier-one customers. In our case, if the customer wants to use in-house ad sales, then they can use DFP small business and set a waterfall mechanism in THUNDERSTORM. But most of the customers prefer to control ad decisioning on their own and hence, they use DFP that provide a lot more flexibility and transparency on reporting.

My understanding is that AdX does not support SSAI. So, can platforms like HotStar/SonyLIV use both Amagi THUNDERSTORM and AdX? Basically, can we use both SSAI and Client-Side Ad Insertion (CSAI)?

AdX supports SSAI but only the specific version allowed by Google. THUNDERSTORM cannot integrate with AdX because it needs client-side SDK integration. Currently, AdX does not allow third-party SSAI.

Can exclusivity and niche content drive 'Fill Rate'? Can we achieve high fill rates with niche content?

Fill Rate is a mathematical term. Low fill rate also can give higher monetisation at higher CPM. And even high fill rate can give insignificant monetisation if CPM is very low. Fill Rate is used to determine how the system is performing in comparison to number of requests made. That means, it only determines if there is a demand in the market for the inventory we possess.

Demand is driven by the profile of users watching the content. If a channel’s viewers are considered valuable for a particular segment of advertisers, then yes, it can be valuable. For this particular example, if the viewership numbers of the channel are not great, then the revenue will not be significant despite higher CPM. Typically, this works as per the multiplier effect. Try multiplying 10,000 viewers $10 versus 100,000 viewers $2 for an accurate estimate.

Does the fill rate depend on channel/content, or the given platform? For example, in case of a vMVPD platform, a user may watch “Channel A” (higher audience ratings) and then switch to “Channel B” (relatively lower audience ratings). When the ad network serves ads, does it consider that the user is no longer watching “Channel A” and now watching “Channel B”? In short, does it consider impressions channel-wise or platform-wise?

Currently, Amagi is channel-agnostic while serving ad impressions.

What changes are done in the app installed at end-user?

No changes are required on client-side since THUNDERSTORM only transmits the unified stream of content and ads.

What is the dependency of THUNDERSTORM on devices? We are testing it against multiple devices.

No dependencies exist as Amagi THUNDERSTORM is completely device-agnostic.

How many devices does THUNDERSTORM support now?

We are compatible with devices that can support OTT streams.

What's a VAST tag?

VAST tag is just an http URL like any other with query parameters that contain user and content information.

What's the role of the player? Does the same app use different players for different OS / device? How many players does THUNDERSTORM support? Which important players THUNDERSTORM doesn't support?

It’s the choice made by app developers. We support every leading player, including native players.

How do we calculate the impressions of the ads played?

As soon as the ad is played for the user, a beacon is fired and it gets registered in the ad network system counting as an impression. We also do quartile reporting. That means, we fire beacons for start, 25%, 50%, 75%, and 100% complete. We also check creative view and viewability to make sure ad networks register all types of beacons they need.

Can we see the demo of the THUNDERSTORM UI and console?

Yes. The THUNDERSTORM UI and console are given to customers in a self-served model. Contact us to set-up a demo.

There are multiple formats of streams - RTMP, HLS and MPEG DASH. Which one is preferred?

HLS is used for Apple devices and DASH for Android. Clients prefer DASH for Android as they want to use the native player and not a third-party player like Exoplayer. If someone uses Exoplayer in Android apps, then they do not need DASH.

Does Amagi’s managed OTT ad monetization service support Connected TV platforms

Yes, Amagi supports ad insertion services on Connected TV platforms. In fact, in situations where early implementation of HLS-based Connected TV platforms do not support time-based discontinuity (TBD) on streams, it’s challenging for most SSAI systems to insert ads. Amagi’s managed service has a unique re-timestamping workflow for ad-serving, which automatically makes the stream a time-continuous event during ad insertions. This enables the platform to provide a uniform experience across all edge devices including Connected TV platforms.

Does Amagi serve personalized manifest files to edge devices?

No, Amagi serves a single instrumented manifest to all devices, where the manifest has redirections for ad segments.

For those OTT platforms that run programmatic advertising, is separate ad server required?

No, Amagi supports extensive ad network configurations dynamically and doesn’t require separate ad servers to enable programmatic advertising.

Can Amagi THUNDERSTORM platform be licensed without subscribing to managed services?

Yes, Amagi THUNDERSTORM platform can be licensed without services layer for delivering server-side ad insertions on live, linear and VOD content.