Belgian public broadcaster RTBF has migrated all its streaming channels from client-side ad insertion (CSAI) and server-side ad insertion (SSAI) to a standards-based server-guided ad insertion (SGAI) solution built on HLS Interstitials.
One of the big wins from the new ad monetisation workflow is the way RTBF can better monetise ad breaks when in-app viewers (within its Auvio service) rewind during live events.
Adtech provider Ad Insertion Platform (AIP) provides the SGAI infrastructure and advanced ad routing solution via its AdBlendr platform. RTBF is the first deployment to pair this solution with Bitmovin’s player technology, which enables playback across smart TVs, mobile, and browser environments.
“RTBF can now deliver dynamic, rule-compliant ads while solving a longstanding industry challenge – effectively monetising long live streams at scale without generating per-user manifests,” the two companies explained.
The impact was evident during the FIFA World Cup 2026, when viewers watched matches after the live event by rewinding the broadcast on the RTBF app. Every ad opportunity during live and time-shifted playback was monetisable.
Untapped revenue opportunities
Observing the market generally, James Varndell, VP of product and playback at Bitmovin (pictured above, right), said: “There is significant untapped advertising growth potential in video streaming, and SGAI is key to unlocking new monetisation opportunities.
“This first deployment of SGAI using Bitmovin and AIP together demonstrates that.”
Another stakeholder in this server-guided ad insertion deployment is RMB, the sales house representing RTBF.
RTBF and RMB gain real-time visibility into ad performance across every platform thanks to Bitmovin’s Observability solution for video playback.
Other technology partners for this pioneering implementation include Red Bee Media and Dotscreen.
Red Bee Media connects the technology stack and coordinates interfaces between tech partners. Dotscreen develops, integrates and maintains RTBF’s applications across all platforms.
Laurent Potesta, CEO of Ad Insertion Platform (above, left), declared: “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 modernised its ad monetisation workflow and unlocked valuable inventory that was previously difficult to monetise.”
Bitmovin and Dotscreen are both exhibiting at IBC2026, which starts on Friday.
