Uploaded May 2026 | Updated September 2026, 3 weeks ago
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’s Jeff Ellin and IAB Tech Lab’s Shailley Singh in this clip from Streaming Media Connect, in large measure because of the pressure it puts on system responses not to add latency to the stream. Ellin, Singh, and Reality Software’s 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.
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’s Jeff Ellin and IAB Tech Lab’s Shailley Singh in this clip from Streaming Media Connect, in large measure because of the pressure it puts on system responses not to add latency to the stream. Ellin, Singh, and Reality Software’s 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.
