Thunderstorm Dynamic Ad Insertion Lands at NAB

Amagi is launching Thunderstorm, a new platform that dynamically inserts ads on the server side at NAB. It is also showing its cloud based broadcast platform for the first time in the US.

Thunderstorm is said to simplify the delivery of personalized and targeted ads on premium live and linear OTT feeds.

The product “performs instant, server-side ad insertion, providing TV networks with an effective approach to OTT ad insertion compared with the traditional method of inserting mid-roll ads on the client side,” explained the company. “Since ads are stitched at the server level, making them compatible across various screens, Thunderstorm eliminates the need to create device-driven OTT ad streams.”

Cumulus is Amagi's broadcast cloud. “Content owners and broadcasters can create and deliver linear and nonlinear streams across cable, satellite, IPTV, and OTT on-demand platforms, reducing dependencies on individual service providers. Cumulus is built on Amazon Web Services (AWS), and “offers centralized content storage and archive, providing TV networks with transparent, total access and control of their assets,” explains Amagi.

“Leveraging AWS Glacier, Cumulus provides an integrated archival workflow with instant retrieval of archived assets. Cumulus offers a hybrid playout model where playout can happen on the cloud or at the affiliate locations. Monetization can be realized from content regionalization and targeted ad insertion across linear and OTT feeds, combined with the opportunity for ad sales partnerships and programmatic buying.”

Also new to the North American market at NAB is Cloudport 3.0 for multichannel playout of both live and nonlinear feeds. The platform has transitioned from proprietary hardware to an Intel-based server in the cloud, offering broadcasters “even better control over their operations. “By hosting a broad range of advanced playout capabilities from AWS infrastructure, the platform enables TV networks to launch new channels and expand to new geographies in less than four weeks.”

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