Zattoo has launched server-based dynamic ad insertion (DAI).
The streaming service will provide TV broadcasters and advertisers with new targeted advertising opportunities throughout the TV and internet markets.
The service, launched in partnership with advertising sales company Sport1 Media, will allow advertising content to be cut from the live-stream of linear German sports channel Sport1 and replaced with new content inserted from the ad server in real time.
Zattoo claims it is the first TV streaming provider commercially offering such a solution to TV broadcasters.
“The server-based development of DAI technology is the next decisive step for advertisers and agencies in combining TV and online planning. It offers new and flexible audience-specific marketing opportunities,” said Oliver Knappmann, chief sales officer, Zattoo (pictured).
“Advertising clients no longer have to buy just national advertising space in the TV environment but, depending on their requirements, can align it with internet-savvy target groups and book this in line with their budget or specifically combine it with a TV campaign, for example when a product is only available for a fixed period or only makes sense for a digital target group."