SGAI and Non-Linear Ad Formats: You have 23 missed calls from Dave from Ad Ops

Following on from their conversation at Demuxed 25, Olivier, the head of streaming architecture and Dave from ad ops get back together to get into the weeds about the practical realities of server-guided ad insertion (SGAI) and how it is — or maybe isn’t — enabling some exciting new CTV-focussed ad formats that the Interactive Advertising Bureau (IAB) are in the process of standardising. Dave learned a lot from their chat at Demuxed about SGAI, and, despite what Olivier said, has continued to read a lot of very exciting claims about what it will be able to do and all the problems that it will solve singlehandedly. So he’s keener than ever. So, Olivier, how’s it going?