IBC: Ad Insertion Platform & Castlabs To Showcase Next-Generation Non-Linear Ad Formats With AdBlendr

As the industry accelerates toward new forms of streaming monetization, Ad Insertion Platform (AIP), a pioneer in cutting-edge ad insertion technology solutions, and Castlabs, a global pioneer in premium digital video technology, are joining forces to demonstrate the future of advertising for the streaming and OTT industry at IBC 2025 (RAI Amsterdam, Sept. 12-15).

Together, AIP and Castlabs will present non-linear ad formats powered by AdBlendr, AIP’s upcoming Server-Guided Ad Insertion (SGAI) solution, and PRESTOplay, Castlabs’ video players. “Leveraging Castlabs’ advanced video player technology, the partnership ensures that emerging non-linear formats such as extendable ads, overlays, L-shaped banners, and squeeze back ads can be delivered seamlessly across devices,” the companies say.

AdBlendr and SGAI: Raising the Bar for Ad Insertion
AIP says that “SGAI marks a major step change in ad insertion technology, offering publishers and advertisers unmatched flexibility and reliability for Live and VOD content. Unlike traditional Server-Side Ad Insertion, AdBlendr makes the ad server call only when the viewer reaches the ad break (even hours into a VOD stream) ensuring that campaign delivery reflects the true availability of ad inventory. This translates into significantly higher Session Termination Rate (STR) and improved monetization. SGAI is also Replay- and Long Manifest–compliant, supporting more efficient content delivery while enabling one-to-one targeting. It is the same for non-linear ads, this capability ensures that advanced ad formats are also individually addressable, an advantage not achievable with competing technologies. With AdBlendr, ad insertion is not only evolving; it is opening entirely new potential for advanced, non-linear formats and monetization strategies.”

From Concept to Deployment
While industry demonstrations highlight the potential of non-linear formats, AIP and Castlabs are committed to ensuring these innovations are integrated and ready to use.

Together, they are shaping solutions that balance monetization, interoperability, and user experience:

●      Publishers gain accurate, real-time monetization, thanks to ad calls made only when viewers reach the break in VOD content, maximizing fill rates and ensuring true inventory visibility.

●      Advertisers benefit from one-to-one targeting and higher Session Termination Rates (STR), ensuring campaigns are delivered effectively and measured with precision.

●      Viewers experience seamless playback with ads that integrate naturally into content, supporting formats that inform, engage, and enhance rather than interrupt.

“The evolution of ad insertion depends on collaboration across the ecosystem” says Laurent Potesta,Ad Insertion Platform CEO. “Our long-term partnership with Castlabs ensures that new ad formats, delivered through AdBlendr and PRESTOPlay, are not only innovative but also ready for seamless integration into publisher workflows.”

“Video playback and advertising must work hand-in-hand,” adds Christophe Kind, Castlabs head of global partnerships and market development. “By working closely with AIP, we’re ensuring that the next wave of monetization opportunities is both technically robust and viewer-friendly.”

Visitors to IBC can experience the joint demo of AdBlendr’s advanced ad formats and PRESTOplay at Castlabs Booth 5.F26.