Veset's AdWise squeezes ads into live feeds without breaking content
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.
Key Takeaways
- AdWise uses picture-in-picture "dynamic squeezing" to display ads alongside live feeds without interrupting content
- Targets linear TV, AVOD, and FAST channels, with stated use cases including live sports, news, and entertainment
- Built on AWS infrastructure, complementing Veset's existing Nimbus cloud playout SaaS platform
- CEO Gatis Gailis positioned the product as a response to "extreme changes in consumer habits and data"
- No customer adoption data, third-party validation, or revenue projections were included in the announcement
Why It Matters
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.
Additional Context
Veset expanded AdWise's distribution to AWS Marketplace on June 12, 2024, pricing it at $11 per hour plus usage-based charges for egress and storage (per Veset, June 2024). The marketplace listing confirmed AdWise uses picture-in-picture technology and supports manual ad insertion during live broadcasts, with the ability to update ad content in response to dynamic events. A discounted annual contract option is available as a private offer.
The broader market for non-interruptive, in-stream ad formats is seeing rapid standardization and competitive entry. IAB Tech Lab has codified "Squeeze Back Ads" — including L-shaped, double-box, and frame variants — as part of its CTV Ad Portfolio, providing a standards framework that products like AdWise can align with. In April 2024, Harmonic introduced split-screen in-stream ad formats (double-box, L-shape squeeze, box squeeze) on its VOS360 Ad SaaS, targeting live sports streaming with AI-driven ad insertion triggers (per Harmonic, April 2024). Ease Live also launched contextual on-stream advertising at NAB 2024, enabling targeted display and video ads via graphical overlays during live sports (per Sports Video Group, March 2024).
Meanwhile, the FAST channel ecosystem that AdWise targets faces a supply-demand imbalance. Amagi's 12th Global FAST Report showed global hours of viewing up 31% and ad impressions up 26% year-over-year in Q2 2024 (per Amagi, September 2024), but Digiday reported that FAST ad fill rates have declined as viewership growth outpaces advertiser demand. FAST CPMs typically range between $10 and $12, compared to $30-plus for top-tier ad-supported streamers (per Digiday, 2024). Non-intrusive formats like AdWise's squeezeback could theoretically command premium pricing if they demonstrate higher engagement, but no such performance data has been published.
Read full article at veset.tv
Enjoy our coverage?
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source