{"id":9440,"date":"2026-05-29T03:51:20","date_gmt":"2026-05-28T22:51:20","guid":{"rendered":"https:\/\/paknews.centers.pk\/how-to-leverage-ai-in-ad-insertion-workflows-for-live-sports-streams-at-scale\/"},"modified":"2026-05-29T03:51:20","modified_gmt":"2026-05-28T22:51:20","slug":"how-to-leverage-ai-in-ad-insertion-workflows-for-live-sports-streams-at-scale","status":"publish","type":"post","link":"https:\/\/paknews.centers.pk\/ur\/how-to-leverage-ai-in-ad-insertion-workflows-for-live-sports-streams-at-scale\/","title":{"rendered":"How to Leverage AI in Ad Insertion Workflows for Live Sports Streams at Scale"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div wp_automatic_readability=\"124.90479989363\">\n<p><div class=\"youtube-embed\" data-video_id=\"Ln7-SuDMeP4\"><iframe title=\"How to Leverage AI in Ad Insertion Workflows for Live Sports Streams at Scale\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/Ln7-SuDMeP4?feature=oembed&#038;enablejsapi=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/p>\n<p><span style=\"font-weight: 400;\">The extraordinarily high concurrence of viewership with tentpole <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/Live-Sports-Is-Powering-the-Next-Wave-of-Streaming-Innovation-174414.aspx\" target=\"_blank\" rel=\"noopener\" title=\"next wave of streaming innovation\"><span style=\"font-weight: 400;\">live streams<\/span><\/a><span style=\"font-weight: 400;\"> complicates every aspect of content production and delivery, and ad insertion is especially hard to scale, according to <\/span><a href=\"https:\/\/www.linkedin.com\/in\/jeffellin\/\" target=\"_blank\" rel=\"noopener\" title=\"FreeWheel VP of product architecture Jeff Ellin\"><span style=\"font-weight: 400;\">FreeWheel VP of product architecture Jeff Ellin<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.linkedin.com\/in\/shailley\/\" target=\"_blank\" rel=\"noopener\" title=\"IAB Tech Lab EVP of product and COO Shailley Singh\"><span style=\"font-weight: 400;\">IAB Tech Lab EVP of product and COO Shailley Singh<\/span><\/a><span style=\"font-weight: 400;\"> in this clip from <\/span><a href=\"https:\/\/www.streamingmedia.com\/Conferences\/Connect2026-May\" target=\"_blank\" rel=\"noopener\" title=\"Streaming Media Connect 2026\"><span style=\"font-weight: 400;\">Streaming Media Connect 2026<\/span><\/a><span style=\"font-weight: 400;\">, in large measure because of the pressure it puts on system responses not to add latency to the stream. Ellin, Singh, and <\/span><a href=\"https:\/\/www.streamingmedia.com\/Authors\/6837-Nadine-Krefetz.htm\" target=\"_blank\" rel=\"noopener\" title=\"Streaming Media contributing editor Nadine Krefetz\"><span style=\"font-weight: 400;\">Streaming Media contributing editor Nadine Krefetz<\/span><\/a><span style=\"font-weight: 400;\"> discuss both the complexities involved and how <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Featured-Articles\/The-State-of-AI-In-Live-Streaming-173245.aspx\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">AI<\/span><\/a><span style=\"font-weight: 400;\"> can improve response times, ensure better decisioning, and prevent systems from getting overwhelmed everywhere in the supply chain when ad requests come in, particularly with <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Spotlights\/How-the-Fastest-Growing-Streaming-Platforms-Protect-Ad-Revenue-During-Live-Events-174888.aspx\" target=\"_blank\" rel=\"noopener\" title=\"programmatic ads live events\"><span style=\"font-weight: 400;\">programmatic ads<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><strong>Why Ad Insertions Get More Complex as the Events Get Larger<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Krefetz sets up a scenario to ask about live workflows: \u201cSo we have a big sports game going on. We might have, oh, I don\u2019t know, the World Cup, or we might have any other big tentpole event. What are some of the issues that we have [with] AI that we\u2019ll work with? Or a concern that we have when we\u2019re looking at ad insertion for a really large-scale event?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ellin notes that large events do have more complexity when it comes to scaling up to handle ad breaks. \u201cLet\u2019s say you\u2019re watching NFL football on Peacock on Sunday night. There\u2019s millions of people watching it. A timeout gets called and immediately goes to commercial. Those ads are hard to scale. I know Shailley [Singh]\u2019s going to talk [about] some of the stuff probably that <\/span><a href=\"https:\/\/iabtechlab.com\/\" target=\"_blank\" rel=\"noopener\" title=\"IAB\u2019 tech lab\"><span style=\"font-weight: 400;\">IAB\u2019s<\/span><\/a><span style=\"font-weight: 400;\"> doing, and <\/span><a href=\"https:\/\/www.freewheel.com\/\" target=\"_blank\" rel=\"noopener\" title=\"FreeWheel\"><span style=\"font-weight: 400;\">FreeWheel\u2019s<\/span><\/a><span style=\"font-weight: 400;\"> involved with helping set those standards. But to scale that programmatically, there\u2019s so many people in the chain: SSPs, DSPs, ad stitchers, ad management, ad servers. All of them need to be able to handle an ad request that comes in within a very small amount of timeframe,\u201d he says, adding that IAB Tech Lab is working on the relevant \u201cprotocols to help everybody in that supply chain to become ready to be able to accept that and be primed to respond in a time needed. And that\u2019s going to be helpful in making sure that in a programmatic sense, live events don\u2019t overwhelm the system and lose an opportunity because if you don\u2019t respond quick enough, the ad doesn\u2019t show.\u201d<\/span><\/p>\n<h2><strong>What IAB Tech Lab Is Currently Doing<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Singh shares that IAB Tech Lab is addressing two key areas in live streaming: latency and metadata. Buyers need to understand a stream at a metadata level in order to make good decisions, \u201cespecially in a programmatic transaction,\u201d he notes. \u201cSo we\u2019ve been working on multiple things to support this. So the first one is, we have a program called <\/span><a href=\"https:\/\/iabtechlab.com\/standards\/leap\/\" target=\"_blank\" rel=\"noopener\" title=\"LEAP, Live Events Ad Playbook\"><span style=\"font-weight: 400;\">LEAP, Live Events Ad Playbook,<\/span><\/a><span style=\"font-weight: 400;\"> that is a bunch of what we call <\/span><a href=\"https:\/\/api-docs.sitecore.com\/\" target=\"_blank\" rel=\"noopener\" title=\"Sitecore APIs\"><span style=\"font-weight: 400;\">Sitecore APIs<\/span><\/a><span style=\"font-weight: 400;\"> to inform everybody in the chain\u2014like Jeff [Ellin] said, there are ad servers, DSPs, SSPs\u2014to inform them about forecasting the audience so that they can prepare their compute capacity accordingly for each live stream so that they\u2019re not short of compute capacity or bandwidth capacity to address incoming ad requests. And then there is the actual live stream API that gives you the actual number of users or viewers that are online.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The second thing IAB Tech Lab is working on is live attributes that provide information on what a stream is about. For example, is it a live game, or is it a game that was played earlier but is being streamed for the first time? This helps \u201cthe buyers to decide how they want to proceed with bidding or buying that and setting up the deals, etc., that needs to be in place,\u201d Singh explains. \u201cWe are also working, like I said, on the creative API so that you have a pre-approved, ready-to-serve creative that also adds to improving the latency factor. And then we also introduce something called <\/span><a href=\"https:\/\/iabtechlab.com\/standards\/artf\/\" target=\"_blank\" rel=\"noopener\" title=\"ARTF\"><span style=\"font-weight: 400;\">ARTF<\/span><\/a><span style=\"font-weight: 400;\">, which is like an agent that is living inside the host platform, which can actually compress the time to make decisions by 80%.\u201d<\/span><\/p>\n<h2><strong>Other IAB Tech Lab Initiatives\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Singh discusses two more avenues of live-stream support that IAB Tech Lab has in the early stages of development: transparent bid caching and pre-fetching.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bid caching will be able to address immediate ad break requests, Singh says. \u201cYou can have a bid that is designed for the whole program so that you don\u2019t have to go back and forth and bid again and again, each impression, but you can bid once for the duration of, say, a three-hour NFL game and then you can buy the ads with the same bid. So that itself is going to reduce a lot of the latency.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pre-fetching has been in practice for a long time, Singh notes, \u201cbut the CTV space is slightly different. The platforms are slightly different. [There\u2019s] a mechanism of pre-fetching ads so that the ad is ready on the device and you don\u2019t have to go back and forth between two different cloud systems and reduce the latency there.\u201d<\/span><\/p>\n<h2><strong>AI Can\u2019t Function Effectively Without the Proper Context\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Krefetz wonders, \u201cNow is AI involved in all of these? Because people have spoken to me about pre-posting for quite a while now.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cYeah,\u201d Singh acknowledges. \u201cIf you are going to use AI in making decisions in supporting this workflow, AI needs all of the context,\u201d he cautions. \u201cAnd these are the things like forecasting API, live stream API, the <\/span><a href=\"https:\/\/iabtechlab.com\/live-isnt-one-thing-anymore-why-openrtbs-new-signals-matter-for-streaming\/\" target=\"_blank\" rel=\"noopener\" title=\"iab tech lab live attributes in RTB\"><span style=\"font-weight: 400;\">live attributes in RTB<\/span><\/a><span style=\"font-weight: 400;\">, they\u2019re all going to provide the AI system with the right context, which is pretty well known. If the AI systems don\u2019t have the right context, they tend to hallucinate. So all of these together will provide the exact context under which the AI system can actually operate and make decisions.\u201d<\/span><\/p>\n<p><strong><span style=\"color: #ff0000;\"><a href=\"https:\/\/www.streamingmedia.com\/Conferences\/Connect2026-August\/Default.aspx\" target=\"_blank\" rel=\"noopener\" title=\"streaming media connect august 2026\" style=\"color: #ff0000;\">J<span style=\"font-style: italic;\">oin us 11-13 August 2026 for more thought leadership, actionable insights, and lively debate at Streaming Media Connect 2026! 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