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Enriched Media Streaming Solution (EMSS)

Advertising sales systems

Introducing EMSSThe Enriched Media Streaming Solution (EMSS) standardises the interaction between a Server Side Ad Insertion (SSAI) server and the video player.


The exchange of metadata is not standardised, resulting in multiple proprietary systems. This means that custom integrations for SSAI are almost always necessary for each SSAI solution, which then leads to vendor lock-in.


EMSS SpecificationThe specification discusses the standard for metadata, how that metadata is transported in HLS or DASH, and how the metadata should be processed.


This specification touches on announcing and annotating ads to the viewer, modifying UI during ad playback, enforcing business rules for skipping over ads and beaconing.




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