What is SSAI in streaming advertising?
SSAI (server-side ad insertion), also called ad stitching or dynamic ad insertion, is a technique where ads are inserted into a video stream on the server, so the viewer receives one continuous stream containing both content and ads. It gives smoother, TV-like playback and resists ad blockers, but makes verification harder because ad requests come from servers.
With CSAI (client-side insertion), the player on the device requests and plays each ad. With SSAI, the streaming provider's server requests ads, often via VAST, and stitches them into the stream. It is standard on CTV and live streaming.
Because many viewers' ad requests come from the same server IPs, SSAI servers must forward the real device's details. Fraudsters exploit this through SSAI spoofing. The IAB Tech Lab has published guidance on passing consistent device and IP headers to reduce the risk.