​Bitmovin and Ad Insertion Platform Power First Active Deployment of SGAI on Bitmovin's Player

Vienna, 7 September 2026 – Bitmovin, a provider of video streaming solutions, has partnered with Ad Insertion Platform (AIP), a leading innovator in advanced ad insertion technologies, to deliver the first live deployment of AIP’s AdBlendr Server-Guided Ad Insertion (SGAI) solution paired with Bitmovin’s Player.

Alongside Bitmovin and AIP, technology partners Red Bee Media, Dotscreen and RMB were also integral in the collaborative deployment, which resulted in Belgian public broadcaster RTBF migrating its ad monetization workflows from legacy CSAI and SSAI to a standards-based SGAI workflow built on HLS Interstitials.

By migrating its ad workflows to SGAI, RTBF delivered dynamic, rule-compliant ads while solving a longstanding industry challenge, effectively monetizing long live streams at scale without generating per-user manifests, while aggregating the entire ad inventory for VOD and live from the same tool. This new capability was particularly significant during the FIFA World Cup when viewers watched matches after the live event by rewinding the broadcast on the RTBF app. The SGAI workflow allows the broadcaster to monetize every ad opportunity during live and time-shifted playback with dynamic and relevant ads.

As part of this collaborative effort, AIP provides the SGAI infrastructure and advanced ad routing solution via its AdBlendr platform, enabling dynamic, rule-compliant ad delivery across all RTBF platforms, and Bitmovin’s player enables playback on every device across Samsung, LG, Android TV, Fire TV, Hisense, Smart TVs, web browsers, iOS, and Android. Red Bee Media connects the technology stack and coordinates interfaces between technology partners, Dotscreen develops, integrates and maintains RTBF’s applications across all platforms, and ad sales house RMB coordinates ad sales and commercial monetization. Additionally, the use of Bitmovin's Observability solution for video playback gives RTBF real-time visibility into ad performance across every platform, transforming how it manages, optimizes, and sells its ad inventory.

James Varndell, VP of Product, Playback, Bitmovin, added: “There’s significant untapped advertising growth potential in video streaming, and as this first deployment of SGAI between Bitmovin & AIP demonstrates, SGAI is key to unlocking exciting new monetization opportunities. Deep integration between Bitmovin and AIP's technologies enabled RTBF to seamlessly migrate its channels to SGAI workflows, giving the broadcaster the capabilities it needs to optimize every ad opportunity.”

Laurent Potesta, CEO of Ad Insertion Platform, added: “Broadcasters are looking for ad solutions that increase revenue without adding complexity or compromising the viewing experience. This deployment demonstrates how standards-based SGAI can deliver on both fronts. By combining our AdBlendr platform with Bitmovin's playback technology, RTBF has modernized its ad monetization workflow and unlocked valuable inventory that was previously difficult to monetize.”

All of RTBF's channels are now live and deployed, using SGAI as their monetization workflow.

Bitmovin will be exhibiting at IBC from 11th – 14th September in Hall 5, Stand 5.F72. For more information, or to book a meeting, please get in touch.

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Ad Insertion Platform (AIP) has been delivering dynamic ad insertion infrastructure for the broadcast and streaming industry since 2007. Publishers and operators worldwide use AIP's solutions to maximise ad revenue across live, VOD, and FAST channels - with the flexibility to integrate into any existing ecosystem. Its DAIConnect® SSAI solution enables precise, scalable ad insertion across OTT and streaming platforms. AdBlendr, AIP's new Server-Guided Ad Insertion (SGAI) product, extends that capability to support one-to-one addressability and next-generation ad formats including Pause ads, Squeezebacks, Overlays, and L-shaped ads. Headquartered in Lausanne, Switzerland.

DOTSCREEN is a leading European agency specializing in the design and development of video streaming applications for connected TVs, TV set-top boxes, gaming consoles, OTT boxes, mobile devices, and other connected terminals. Its clients include major media and telecommunications companies such as Disney, HBO, TF1, Rakuten, Orange, Vodafone, France Télévisions, TV5Mondeplus and La Liga, among others. At IBC, visit Hall 2, stand 2.C20E for live demos of the RTBF integration.
dotscreen.com

Bitmovin is a global leader in video streaming technology, trusted by more than a third of the world's top streaming services to encode, deliver, and analyze video at scale. Its cloud-native platform brings encoding, playback, observability, and AI-powered capabilities together into a single, flexible workflow — helping broadcasters, media companies, and enterprises reduce costs, accelerate time to market, and deliver the best possible viewer experience. Co-creators of the MPEG-DASH standard and backed by continuous R&D, Bitmovin serves 400+ customers worldwide from offices in Vienna, London, Berlin, Denver, and Klagenfurt. For more information, visit www.bitmovin.com.

Sarah Thomas, Account Manager, Radical Moves
sarah.thomas@radicalmoves.co.uk