Scalable Per-User Ad Insertion in Live OTT
summary
A new paradigm called Server-Guided Ad Insertion decouples ad decisions from cached content by pushing state to clients and using MPD patch updates with DASH so manifests become linked lists of diffs the client merges into memory The server stays stateless ad targeting parameters move via URL Query Info enabling an explode-collapse routing pattern Content CDN caches remain shared ad systems scale independently Hulu reports production use on live channels including CNN and per-user targeting works at large concurrent scale
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chapters (10)
- 0:00Introduction
- 0:19What is Hulu
- 1:47Clientside vs Serverside
- 2:11Dynamic Ad Insertion
- 6:11Cohorts
- 9:15CDN
- 11:30Patch Updates
- 14:04Separation of Concerns
- 15:30Collapse Routing
- 22:02ServerGuided Ad Insertion
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