Sell connected TV and streaming inventory programmatically. Deliver premium video ads across connected TV and streaming platforms with server-side ad insertion (SSAI).
HBDR's CTV solution connects your streaming inventory to premium video demand from leading DSPs, agencies, and brand-direct buyers. On a TV there is no cookie: buyers bid on the device's advertising ID and its type, the limit-ad-tracking flag, the app bundle they check against your app-ads.txt, and the content being watched. Get those signals right before you tune floors.
Our server-side ad insertion (SSAI) technology ensures seamless, broadcast-quality ad experiences that match the production value of the surrounding content, delivered to lean-back audiences on the biggest screen in the house. The trade-off is measurement: with SSAI the stitching server, not the TV, calls the ad server, so it must pass the viewer's IP address and user agent, or buyers may count the impressions as invalid traffic.
From ad pod management to audience targeting, everything you need to monetize streaming content.
The stitching server requests the ads, conditions them to match the stream and writes them into the HLS or DASH manifest, so the device plays one continuous stream with no hand-off between content and ad. Tracking is the hard part. Either the device fires the VAST tracking events (client-side beaconing) or the server fires them on its behalf (server-side beaconing); VAST 4.1 requires a stitcher to send X-Device-IP and X-Device-User-Agent with those calls.
The player pauses the content, requests VAST itself, plays the ad file and resumes. Measurement is simpler, because the device fires its own tracking and can run OM SDK verification, but every break is a hand-off that can stall on a slow connection, and the ad call is visible to ad blockers. CSAI suits apps with a capable player SDK; SSAI suits live streams and devices where switching streams is unreliable.
Intelligent ad pod construction with competitive separation, frequency capping, and optimal pod length configuration. Our system dynamically adjusts pre-roll, mid-roll, and post-roll positions based on content duration, viewer engagement, and revenue optimization models. In OpenRTB 2.6 each slot in a pod is its own impression sharing a podid; slotinpod marks the first or last slot, poddur and maxseq bound a dynamic pod, and rqddurs lists exact durations so a live break has no dead air.
Targeting, reporting and demand for streaming inventory.
Leverage first-party data, ACR signals, and contextual metadata to deliver highly targeted ads across CTV environments.
Cross-platform analytics that unify CTV, OTT, and web video performance into a single dashboard with real-time metrics.
Direct connections to top-tier video DSPs including The Trade Desk, DV360, Amazon, and brand-direct programmatic guaranteed deals.
Four things to get right in every bid request and every stream.
Buyers match the app bundle in the bid request to the app's store listing, then read app-ads.txt on the developer website listed there. IAB Tech Lab's app-ads.txt covers mobile and CTV app stores. List every seller you authorize, and keep it current when partners change.
Send the advertising ID in device.ifa with its source in ifa_type: dpid for a device ID such as Roku's rida or Android's aaid, ppid for a publisher ID, sspid, or sessionid for a short-lived ID. Set lmt to 1 when the viewer has limited ad tracking, and pass it on unchanged.
Describe each break with the OpenRTB 2.6 pod fields, and describe the content: genre, and livestream (1 for a scheduled, linear broadcast; 0 for on-demand). Buyers use these to choose what to bid on and how much.
The IAB Tech Lab OM SDK covers Android TV and tvOS in native builds, and Samsung and LG TVs through its web video SDK. Where the app supports it, client-side measurement through OM SDK gives verification vendors the signals they need.
Sources: IAB Tech Lab, VAST 4.1 (section on ad stitching headers), VAST 4.x page (updated 18 July 2024), OpenRTB 2.6, ifa_type community extension, ads.txt and app-ads.txt (updated 14 September 2026), Open Measurement SDK (updated 4 November 2025).
HBDR has served ads since 2015 for publishers on the web, in apps and on connected TV.