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How to Leverage AI in Ad Insertion Workflows for Live Sports Streams at Scale

The extraordinarily high concurrence of viewership with tentpole live streams complicates every aspect of content production and delivery, and ad insertion is especially hard to scale, according to FreeWheel VP of product architecture Jeff Ellin and IAB Tech Lab EVP of product and COO Shailley Singh in this clip from Streaming Media Connect 2026, in large measure because of the pressure it puts on system responses not to add latency to the stream. Ellin, Singh, and Streaming Media contributing editor Nadine Krefetz discuss both the complexities involved and how AI can improve response times, ensure better decisioning, and prevent systems from getting overwhelmed everywhere in the supply chain when ad requests come in, particularly with programmatic ads.

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Current Uses of AI in CTV and Streaming Ad Ops

How are publishers and advertisers leveraging AI in CTV ad ops in 2026? According to IAB Tech Lab COO and EVP of product Shailley Singh, managing creative and data coming out of campaigns are two key areas; others include prevalidating creative and generating contextual data, says Sargeway, LLC owner Sarge Sargent. Both explain how these processes work and the value AI adds in this discussion with Streaming Media contributing editor Nadine Krefetz from Streaming Media Connect 2026.

Globo’s Best Practices for World Cup 2026 Live Streaming Ad Insertion

Globo director of adtech Ana Beaklini says latency has traditionally been the biggest problem the Brazil-based Globo has faced in its efforts to provide seamless ad insertion for high-stakes, high-concurrency, ultra-low-latency live events like the World Cup. In this conversation with Streaming Media contributing editor Nadine Krefetz at Streaming Media Connect 2026, Beaklini explains how Globo has addressed this issue and the best practices the company will implement at massive scale for upcoming World Cup live streams and OTA broadcasts and AI's role in hyper-personalizing Globo's live ad decisioning.

Streaming Cloud Migration is More About Ops and Orchestration than Tech

While cloud migration in streaming is often characterized as a primary technological, hardware-to-software shift, SVT (Swedish Television) Group Manager, Production Development Madelen Ottoson argues in this clip from Streaming Media Connect 2026 that the biggest transformation occurs on the operations end. What's more, she tells Eyevinn Technology Media Solution Specialist Magnus Svensson, some aspects of the workflow will always remain on-prem even as operations shift, and Live Sports LLC Executive Director Jef Kethley chimes in that the biggest challenges in transitioning to cloud stem from the orchestrational demands of building out new infrastructure regardless of the hardware/software, cloud/on-prem mix.

How Regional Sports Networks Engage Gen Z Fans

With the highlights-first orientation of Gen Z sports fans, serving up a slate of live game broadcasts isn't enough for regional sports networks (RSNs) to reach younger cord-cutters and cord-nevers, sign them up, and keep them engaged. This means thinking outside the broadcast box and deploying alternate strategies via clips, social, and other types of programming, as Space City Home Network GM Jim Colasanto and NESN CMO and CDO Ahmed Darwish explain in this discussion with ViewLift VP Global GTM Strategy Chance Mason in this clip from Streaming Media 2026.

Streaming Media Columns

The Fine Print

Opening our blog to a never-ending stream of guest contributors yields some of the coolest stuff we publish, with topics that would never occur to me. Though I rarely know when these pieces will arrive or where they'll come from, it is often heady, provocative stuff that I'm proud to publish.

CTV Is Defining the Future of Streaming Ads

While advertising has long been a unidirectional experience, there have been forays into making it bidirectional for a long time. The value proposition is pretty clear. If people are watching a show and an advertisement comes on showcasing a product that interests them, wouldn't it be great if they could grab the remote, push a couple of buttons, and have it delivered to their doorstep?

Content Creation Consolidation: Bending Spoons Strikes Again

There are a few tools that many streaming pros have used through the years, from WeTransfer to Brightcove to Vimeo. Some are essential to content creation, OTT delivery, and live streaming. All of these tools have one important thing in common now: their recent acquisition by the Italian company Bending Spoons.

Farm to Table

One of the overarching themes of Streaming Media 2025, which took place October 6-8 in Santa Monica, Calif., was the rise of the creator economy. Discussions centered around the changing economics of content creation, delivery, distribution, and curation (with AI playing an ever-larger role in leveling the playing field to varying degrees at all stages); evolving business models for creators looking to leverage and grow their brands and survive and thrive; and the ongoing, unignorable convergence of creator channels and "traditional" streaming platforms. The last topic seems like a particularly noteworthy sign of the times—how many conversations carried on just down the 405 in Huntington Beach in the heyday of Streaming Media West concerned the convergence (or divergence) of streaming upstarts and traditional linear broadcast?

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