Yospace doubles platform capacity to 3.2 million concurrent live users

The shift toward programmatic live advertising creates a circular engineering problem: lower latency improves viewer experience but reduces the time window for real-time auctions to resolve. By decoupling ad decisioning from the immediate segment request via prefetching, Yospace is addressing the risk of failed ad fills and lost revenue during peak moments. This approach is critical for broadcasters competing with traditional television on both speed and monetization. As programmatic spend in live CTV is projected to grow, infrastructure that can handle millions of simultaneous automated requests without inflating glass-to-glass latency will determine which platforms can profitably carry high-rights-cost sports. Watch for wider industry adoption of Server-Guided Ad Insertion (SGAI) as a standard for maintaining these gains.

The pressure on live streaming infrastructure has intensified as high-profile events migrate exclusively to digital platforms. For example, per TV Technology in February 2025, NBCUniversal’s Peacock exclusive NFL playoff game in January 2024 reached tens of millions of viewers and accounted for 30% of all U.S. internet traffic at its peak. This surge in volume directly impacts ad tech performance; Streaming Media reported in May 2026 that programmatic exchanges typically drop any bid request that misses a 100-millisecond window. During live spikes, shared server response times frequently creep from 70 milliseconds to over 115 milliseconds, causing silent revenue loss through forfeited impressions.

To mitigate these risks, the industry is moving toward new signaling standards and architectural shifts. Per Digiday in May 2026, analysts suggest that nearly $4 billion in new ad spend will move into programmatic live CTV by 2028, necessitating a shift from centralized data centers to edge-based models that execute targeting and yield optimization locally. IAB Tech Lab has introduced the Live Events Ad Playbook (LEAP) to help DSPs and SSPs forecast audience sizes and scale compute capacity in advance of kickoff, according to Streaming Media reports from May 2026.

Furthermore, the emergence of Server-Guided Ad Insertion (SGAI) is gaining traction as the next technical evolution. At IBC 2025, Yospace demonstrated sub-five-second latency using MPEG-DASH Events, a standard recently ratified by the Streaming Video Technology Alliance (SVTA). As noted by TV Technology in June 2026, SGAI allows advertising to be handled separately from the primary content playlist, ensuring one-to-one addressability without the 20- to 30-second delays typical of traditional server-side stitching.