Veset, developer of the Nimbus cloud playout platform, announced AdWise, a new ad-insertion platform that uses dynamic squeezing technology to place contextual ads alongside live video feeds without interrupting content. Built on AWS, AdWise targets linear TV, AVOD, and FAST channels, aiming to enhance monetization by removing traditional ad breaks. The product was announced on February 1, 2024, with no third-party validation or customer adoption data included.
AdWise enters a market where non-interruptive ad formats are gaining both standardization and competitive traction. IAB Tech Lab has codified "Squeeze Back" ads in its CTV Ad Portfolio, and Harmonic launched split-screen in-stream ad formats on its VOS360 Ad SaaS in April 2024. The timing is notable given that FAST channel ad fill rates have slipped in 2024 as inventory supply outpaces advertiser demand, per Digiday. Watch whether AdWise secures named customers and whether its AWS Marketplace listing — where it debuted at $11/hour in June 2024 — generates measurable adoption.
Veset positioned AdWise as a non-interruptive alternative to traditional ad breaks when it launched the platform on AWS Marketplace in June 2024, pricing it at $11 per hour and pitching it specifically for premium live events such as the Paris Olympics. CEO Gatis Gailis argued that the picture-in-picture approach maintains viewership because the live stream is never interrupted with a full ad break, a claim that remains unvalidated by third-party measurement data.
The squeeze-back format that AdWise employs has gained formal industry recognition. IAB Tech Lab included Squeeze Back as a recognized format in its CTV Ad Portfolio, giving advertisers and agencies a standardized specification for non-interruptive placements on connected TV screens. That standardization matters for Veset because it lowers the barrier for programmatic buyers who need a common taxonomy before committing budget to an unfamiliar ad unit.
Veset's Nimbus cloud playout platform, on which AdWise is built, received coverage from Broadcast Now when the AdWise launch was announced in February 2024, with the outlet noting the product targets live sports, news, entertainment, and localized advertising use cases. The company has not disclosed named customers or fill-rate benchmarks since launch, leaving open the question of whether AdWise can compete with established SSAI providers that already have programmatic integrations at scale.
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