Dynamic ad insertion pioneer demonstrates sub 5-second glass-to-glass latency using one-to-one addressable advertising
Ad insertion was responsible for sub 1-second of the overall latency
One of the first examples of the new MPEG-DASH Events standard powering server-guided ad insertion (SGAI)
Solution was demonstrated in a production-ready environment at IBC 2025
Yospace, the global leader in dynamic ad insertion, has successfully demonstrated a breakthrough in one-to-one addressable advertising for low latency live streams. In a world-first, the company used the new international standard for server-guided ad insertion (SGAI), MPEG-DASH Events, and added less than a second of latency for the advertising, resulting in glass-to-glass latency of under 5 seconds. The showcase took place at the International Broadcasting Convention (IBC) in Amsterdam, 12-15 September 2025.
This development is the first real-world implementation of the new Alternative Media Presentation, which was recently ratified by the Streaming Video Technology Alliance (SVTA) into the new MPEG-DASH standard.
For live sports, the need for live streaming latency to match, or improve on, that of live broadcast has long been a goal for live streaming, especially as more and more viewers are switching to streaming. Live broadcast latency generally falls above the 5 second mark. Latency in live streaming could be anywhere from 20-45 seconds, with low latency generally considered to be 1-6 seconds.
The addition of addressable advertising to live streams has been a major hurdle in making low latency commercially viable. The necessity to maximise the value of advertising inventory using one-to-one addressability means that adtech systems need time to process ad requests, potentially run real-time programmatic auctions and respond to requests before missing the window and timing out. With advertising revenues underpinning much of video streaming businesses now, it is critical that any low latency ad insertion does not impact the ability to maximise the commercial opportunity.
Yospace developed its sub-5 second low latency solution using the new MPEG-DASH Alternative Media Presentation streaming extensions, which has been developed by a working group of the Streaming Video Technology Alliance (SVTA), to which Yospace has contributed.
In collaboration with Qualabs, who supported Yospace's integration with Shaka Player, the demonstration included a new, non-disruptive L-Shape ad format which runs alongside the main content stream. L-Shape squeezebacks are one of the CTV ad formats being promoted by IAB Tech Lab, which will also be subject to standardisation. It also used an innovative ad measurement technique that reported back real-time data on ad views to create IAB-compliant measurement.
Dynamic ad insertion is the backbone of live streaming monetisation, and low-latency streaming of major sporting events is commercially challenging without ad revenue, said Olivier Cortambert, Head of Solutions Architecture at Yospace. Our successful demonstration at IBC is a real breakthrough as it is not only one of the first ever use-cases of SGAI powered by MPEG-DASH Events, but we kept our promise to deliver low latency without any adverse effect on the user-experience or commercial opportunity.
Yospace has been a key member of the Streaming Video Technology Alliance and we value its contribution to the development of the MPEG-DASH Events standard, said Jason Thibeault, CEO at Streaming Video Technology Alliance (SVTA). The low latency use case is a great example of how SVTA members are collaborating effectively on new innovations to move the industry forward.
The solution was demonstrated at the IBC 2025 event as part of its IBC Accelerators programme. The Ultra-Low Latency Live Streaming at Scale project was conceived and led by Alex Giladi at Comcast, alongside BBC, Bouygues Telecom, BT Media & Broadcast, Channel 4, GLOBO, RTE, SVTA, and YLE.
The IBC Accelerator project really would not have happened without the leadership of Alex Giladi at Comcast and Mark Smith at IBC, continued Cortambert. They brought together all the partners and helped ensure the project's success. Alex was also heavily involved with developing the new DASH standard, so it's great to see his early vision realised with a real-world use of the technology.
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Dynamic ad insertion pioneer demonstrates sub 5-second glass-to-glass latency using one-to-one addressable advertising
