How Server Guided Ad Insertion Can Boost Your Livestream Monetization

If you’re running live content and want better control over how ads are delivered without hurting the viewer experience Google’s new Server-Guided Ad Insertion (SGAI) is something to keep an eye on.

This approach gives you the flexibility of client side ad insertion (CSAI) with the seamless playback of server-side ad insertion (SSAI) but with more control, better formats, and less complexity.

What is SGAI?

Server-Guided Ad Insertion (SGAI) is a new way to insert ads into livestreams.

The ad server does the heavy lifting it selects and prepares the ads then hands things over to the player. From there, your player decides when to run those ads and how to insert them into the stream.

It’s a mix of both:

SSAI, ads can play smoothly in the stream.
CSAI, you still have control over ad timing and new formats.

Also supports formats like:

Squeezebacks ads show up while content keeps playing
L-banners ads appear at the bottom or side without stopping the stream

So, users stay engaged and advertisers get prominent, non-disruptive placements.

What Makes SGAI Useful?

SGAI was built with three key goals:

  • More Control: You decide when and how ads show up using your own setup like encoders, packagers, etc.
  • More Flexibility: You can try newer formats like side by side ads or ads that show while content keeps playing.
  • Better Efficiency: You save on server resources and simplify your ad operations.

It’s built for livestreams with lots of viewers where timing and experience matter most.

How It Works

SGAI uses Google’s Dynamic Ad Insertion (DAI). The server prepares the ad break and sends it to your video player, and the player decides how and when to run it.

You can control ad timing using:

  • A packager or encoder
  • A manifest manipulator
  • Or even a direct signal to the video player.

You also get to use Google Ad Manager’s Early Ad Break Notification API to schedule the ad breaks ahead of time. This helps improve fill rate for live events where every second counts.

Two Ways to Use SGAI

1. Client-Side Ad Stitching

This is where the client (your video player) takes charge.

It listens for ad markers and switches to the ad break when it’s time.

It’s flexible, supports new formats like split screens, and gives you full control. Here’s how it works:

  • The player parses the ad break markers.
  • A few seconds before the break, it loads the ad pod.
  • It then switches between content and ad playback

2. Server-Side Ad Stitching

Here, the server handles the stitching. The packager inserts a marker pointing to the ad, and the video player reacts and plays the ad.

It’s similar to SSAI but with the added benefit of client interaction.

It works well if you’re using HLS or the upcoming DASH streaming standards.

Both methods are designed to be compatible with common video players and tech stacks.

What You’ll Need to Set It Up

To start using SGAI, you’ll need:

  • Google Ad Manager with Pod Serving DAI enabled
  • A video player integrated with Google’s IMA SDK
  • Infrastructure like a packager or encoder for manifest manipulation
  • A system to send early notifications using Google’s API

You’ll also need to ensure your stream uses markers (like SCTE-35) to help trigger ad breaks at the right time.

Why It Matters for Publishers

If you’re running high traffic livestreams like sports, events or breaking news SGAI can help you:

  • Show better ads without annoying your viewers.
  • Support modern ad formats without needing complex setups.
  • Control ad scheduling in real-time.
  • Improve fill rates by prepping breaks ahead of time.

And because you’re not locked into just one type of stitching, you can choose what works best for your setup.

Final Thoughts

Server-Guided Ad Insertion is an upgrade for livestream ad delivery.

It’s flexible, it works with modern video setups, and it opens the door for better ad formats that don’t break the experience.

If you’re already using SSAI or CSAI and want more control or cleaner workflows, SGAI is a step forward.

Want to test it out? You’ll need to connect with your Google Ad Manager account team to get started.

But if you’re serious about monetizing live content the right way, now’s the time to explore it.

How MagicBid Helps You Earn More

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

  • Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
  • In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
  • CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.