In today’s streaming landscape, ads are still the lifeblood of many content platforms—but there’s a growing problem. Ad blockers are everywhere. From browser extensions on desktops to VPNs with built-in filtering, users now have more ways than ever to skip over ads completely. That’s a major headache for publishers and platforms trying to earn revenue through advertising. But one solution has quietly emerged as a game-changer: Server-Side Ad Insertion (SSAI). Not only does SSAI help bypass ad blockers, it also improves the viewer experience and unlocks more consistent ad revenue. Let’s break down what SSAI is, how it works, and why it’s quickly becoming a go-to tool for ad-supported video platforms across the board.
Understanding SSAI: What Makes It Different
Most video ads today are delivered through a method called client-side ad insertion (CSAI). That means the ad is called and played by the viewer’s device—your browser, your smart TV, your app. The problem? Ad blockers live on the client side too. They’re built to detect and block these ad calls, often using filter lists and known domain patterns.
SSAI changes the game by inserting ads on the server before the stream ever reaches the viewer’s screen. The server stitches the ad directly into the video stream, making it appear as just another part of the content. Because there’s no separate ad call on the client side, ad blockers can’t detect it. To them, it’s all just video.
Why This Matters in a World Full of Ad Blockers
Ad blockers have become incredibly sophisticated, and they’re not just used by privacy enthusiasts. Millions of everyday users install them to avoid intrusive ad experiences. While that might make watching content more enjoyable for viewers, it puts a huge dent in publisher revenue.
The numbers speak volumes. Industry reports estimate that global revenue loss due to ad blockers is in the tens of billions annually. For video platforms that rely heavily on ads—like FAST channels, live sports streamers, and AVOD services—this is a serious issue. SSAI doesn’t just limit the damage—it can reverse it. By masking ad content within the primary stream, publishers can regain access to impressions that were previously lost to blockers.
SSAI Equals Higher Fill Rates and Better Monetization
From a business standpoint, one of SSAI’s biggest perks is its ability to recover otherwise blocked impressions. That alone can have a significant impact on fill rates and CPMs. Because advertisers know their ads are actually being viewed (and not filtered out), they’re often willing to pay more for inventory delivered through SSAI.
Some platforms report that using SSAI increases ad completion rates and improves viewability metrics. This makes campaigns more effective and gives advertisers better data on performance. Over time, this kind of consistency can lead to more stable partnerships and higher bids in programmatic marketplaces.
A Smoother Experience for Viewers
SSAI doesn’t just help publishers and advertisers—it benefits viewers too. Because the ad is pre-stitched into the stream, there’s no pause or buffering while waiting for an ad to load. Transitions are seamless. That creates a more TV-like experience, which is exactly what many users expect when watching long-form or live content.
This smoother delivery is especially important for connected TV environments, where laggy or broken ads can frustrate viewers and drive them away. With SSAI, the overall experience feels more polished and professional. That helps keep viewers engaged, reduces churn, and can even increase total watch time—another indirect boost to monetization.
Making SSAI Work: Implementation and Strategy
Rolling out SSAI does require some upfront planning. Platforms need to ensure their ad tech stack is compatible, and they’ll often work with third-party SSAI providers to handle the stitching process. It’s also important to maintain accurate tracking. Since client-side beacons may not fire with SSAI, platforms must implement server-side tracking to measure ad performance properly.
Another key to success is personalizing ads. While SSAI can obscure the delivery from ad blockers, it shouldn’t obscure relevance. Passing contextual data and viewer IDs (where privacy-compliant) to the server helps deliver targeted ads even within the stitched stream.
Real-World Results: Publishers Reclaiming Revenue
Media companies using SSAI have seen meaningful improvements. Some report recovering 80–90% of impressions previously lost to ad blockers. Others highlight increased ad loads without a drop in viewer satisfaction. For live sports and news platforms—where missed ad breaks mean missed dollars—SSAI is particularly powerful.
FAST services (Free Ad-Supported Streaming TV) are also leaning heavily into SSAI as they scale. With dozens or even hundreds of channels to monetize, avoiding lost inventory due to ad blocking is critical for long-term success.
SSAI Isn’t the Future—It’s Already Here
As digital video consumption continues to grow, so does the challenge of monetization. Ad blockers aren’t going away anytime soon, and relying on traditional ad delivery methods just won’t cut it. SSAI offers a clever, practical workaround that not only bypasses blockers but also improves the viewer experience and enhances revenue potential.
For platforms that want to stay competitive—and profitable—SSAI isn’t just a nice-to-have. It’s an essential piece of the modern ad tech puzzle. And as the streaming landscape continues to evolve, server-side ad insertion may be one of the most important tools publishers can use to thrive in a blocked and fragmented world.