For publishers, choosing the right video technology isn’t just about streaming content. It’s about securing your future revenue and growing your audience! With the rise of CTV, OTT, FAST channels, programmatic advertising, and first-party data strategies, a scalable and efficient video infrastructure is essential to remain competitive, whether you’re focused on subscriptions, advertising, or both.
I’ve spent over 20 plus years building and monetizing video players, (starting with Flash) and since 2014, helped launch outstream (now instream) and various interactive video products at scale. The reality is, if you don’t have a video strategy in place to engage your audience, you risk falling behind—or worse, losing your business entirely in 2025 and beyond.
Platforms like TikTok, Meta, Amazon Ads Snap Inc. , Shopify,and Google Ads are doubling down on video, AI, commerce media, and short-form user-generated content. If you’re a publishing group not actively investing in how to compete in this space, you’re surrendering share of voice and audience to platforms that are already monetizing billions each quarter, while many publishers are watching their share of voice and ROI decline daily.
The Video Revolution: Key Components Driving Video Revenue
In the battle for publisher profitability, having the right tech makes all the difference.
Here’s what top-tier publishers are focusing on:
1. Server-Side Ad Insertion (SSAI)
What it is: SSAI stitches ads directly into the video stream before it reaches the viewer, creating a seamless viewing experience
Why it matters: It reduces ad blocker interference and improves ad delivery, resulting in higher fill rates and better monetization.
💡 Stat to consider: Publishers using SSAI report a 20-40% increase in ad revenue due to reduced ad-blocking rates alone.
2. Optimized Content Delivery Networks (CDNs)
What it is: CDNs distribute video content across multiple servers, ensuring faster load times and reducing your users buffering.
Why it matters: Faster delivery enhances the user experience and reduces bounce rates, keeping viewers engaged longer with both content and your ad experiences.
💡 Fact: Websites with 1-second faster load times see a 7% increase in conversions.
3. Dynamic Ad Insertion (DAI)
What it is: DAI customizes ads for each viewer in real time, based on their location, demographics, and behavior.
Why it matters: Video and images drive higher ad relevance and engagement, boosting CPMs and ROAS for your advertising base. It also allows non linear and linear ad pods to be monetized which can enable new accretive revenue opportunities….
💡 Example: one of our sports publisher partners using DAI saw 35% higher engagement rates due to more targeted ad experiences.
DAI, CSAI, SGAI, and SSAI are all the ways to both insert ad experiences into your content to create more seamless user experiences versus taking them away from the action with a traditional ad pod. (Think 2-3 minute ad pods with 30 second spots) SKIP, SKIP, SKIP…
🔥 Boost Engagement with non linear Flex Ads by Hawk
Looking to maximize your video ad revenue? With Flex Ads by Hawk, you can:
- Deliver dynamic, interactive ad formats with high conversion rates.
- Maximize ad placements without disrupting the user experience or combining this with an ad pod to create a way for the user to engage while the viewer is still viewing the streaming content.
- Leverage AI driven or custom creatives, data targeting, for more precise, profitable campaigns while being able to sell across mobile, desktop and CTV/OTT/FAST in one sales bundle. This enables the ability to expand current spend and create new user shopping and performance based ads to be presented to using across device.
PlayFLEX ads in multiview
Click here ->>> Access the FLEX Templates
💡 Pro Tip: Integrate Flex Ads into your live stream via SCTE35, SSAI, SGAI, or DAI to drive superior results and increase overall video revenue opportunity.
Spotlight Event: This week in Las Vegas–>> 🎬 NAB Show 2025!
The biggest names in media, entertainment, and technology are gearing up for NAB Show 2025. Are you? 🌎
From cutting edge innovations to game changing strategies, this is where the future of content creation, distribution, and monetization takes center stage. Whether you’re a broadcaster, advertiser, content creator, or tech innovator, NAB is the place to connect, learn, and stay ahead of industry trends. 🎥🔥
🚀 What to Expect:
- Exclusive product launches & demos
- Expert panels with top industry speakers/leaders
- Hands-on experiences with emerging tech
Winning Strategies for Publishers to Maximize Video Profits
To thrive in video, publishers need to adopt profitable, scalable strategies that maximize both content performance and ad revenue.
1. Invest in First Party Data Monetization
As third-party cookies phase out, publisher must focus on collecting and monetizing their own data. Example: A leading news publisher partner built a first party data platform that boosted overall ad CPM’s by 25% through more precise advertising using audience targeting.
Tip: Use video views, watch duration, and interaction data to build richer audience segments and targeting capabilities.
2. Prioritize Multi Device Video Delivery with desktop, CTV/OTT/FAST and MOBILE traffic surging, publishers must optimize their video players for seamless multi-device responsive experiences.
Stat: CTV ad spend in the US is expected to hit $42 billion by 2027, making it a goldmine for publishers.
Tip: Ensure your video infrastructure supports adaptive bitrate streaming (ABR) for flawless playback on all devices.
3. Enhance Video SEO and discoverability even with a powerful video player, publishers need effective SEO strategies to maximize traffic to keep them in app or in their respective player environments.
Fact: 55% of all Google search results now contain at least one video, making video SEO crucial for visibility.
Tip: Use optimized thumbnails, metadata, and video transcripts to boost search rankings and click-through rates (CTR).
🎯 Emerging Trends Shaping the Future of Video Tech Infrastructure
As the video landscape evolves, publishers must stay ahead of these key trends:
1. AI Powered Content Recommendations Publishers are increasingly using AI algorithms to recommend videos based on viewer behavior, driving longer watch times and more monetization.
💡 Example: YouTube’s AI powered recommendations account for 70% of watch time, demonstrating the impact of tailored content suggestions. (Googles android TV voice search on the remote has been a game changer for me to discover and find app/content using voice)
2. Programmatic/digital buying of Video Ads- Private marketplace, Programmatic guarantee coupled with open Real Time Bidding (RTB) video ads will help you in driving higher ad fill to maximize your short and long term revenue.
💡 Stat: The global programmatic video ad market is projected to reach $180 billion by 2027, with RTB driving much of the growth. (approximately 80% of buys are happening this way today) It is very clear that traditional advertising sales have been changed forever!!
3. Cloud-Based Video Infrastructure More publishers are adopting cloud-based video platforms for scalability, reliability, and cost efficiency.
💡 Fact: 85% of publishers say cloud-based infrastructure reduces operational costs by 30% while boosting uptime reliability.
Click to take the IAB Survey Help Shape the Future of Ad Formats! Take part in the IAB Tech Lab’s Industry Survey and share your insights on the most effective ad formats. Your feedback will drive innovation and help define the next industry standards.
📊 Be an Ad Format Hero – Participate Today!
Provide your feedback in the IAB tech lab survey
#IABTechLab needs YOU to take the Ad Format Hero Industry Survey! This will help us in formalizing a set of standard ad formats for CTV and is open until April 20, 2025:
#IABTechLab needs YOU to take the Ad Format Hero Industry Survey! This will help us in formalizing a set of standard ad formats for CTV and is open until April 20, 2025:
Exploring the Future of Programmatic Advertising
The iTMunch article explores the evolving landscape of programmatic advertising, highlighting its shift toward automation, transparency, and efficiency. It covers key components like Demand Side Platforms (DSPs), Supply Side Platforms (SSPs), and Ad Exchanges, which streamline real time ad transactions. The article emphasizes the growing role of AI in enhancing ad targeting and campaign optimization, while also addressing the impact of privacy regulations (GDPR, CCPA) on data handling. With the rise of mobile and video ads, self service, console buying and open RTB/Pre-bid buying of advertising continues to drive higher ROI and more precise audience targeting across the board.
Maximizing CTV Profits with Data-Driven Video
This article examines how publishers are leveraging data driven video to maximize profits on connected TV (CTV) platforms. It covers how first party data and AI driven insights are being used to enhance audience targeting, personalize ad experiences, and boost monetization. The piece also explores how dynamic ad insertion (DAI) is driving better ad fill rates and ROI on CTV.
🕹️ Walmart Expands Its Metaverse Presence with Minecraft & Discord
Retail giant Walmart is making another big move into the metaverse, this time integrating with Minecraft and Discord to engage first consumers in a new way.
Its latest initiative, “Skyward,” is a limited time, interactive experience on a Minecraft Java server, running from March 21 to May 15, 2025. Designed for players aged 13 and up, Skyward takes gamers on a galactic adventure, exploring new planets and searching for the legendary “Golden Child.”
🔗 But Walmart isn’t stopping at immersive storytelling. The company is blending gaming with commerce, offering Minecraft themed merchandise including action figures, Nerf super soakers, and backpacks on a dedicated Walmart e-commerce page and inside the Skyward Discord server for seamless shoppable experiences.
Key Takeaway: The Profitable Future of Video
To win the video wars, publishers must:
- Understand video player partners capabilities to better understand how you can bundle or build both linear and non linear experiences for you audiences.
- Educate yourself on SSAI, DAI, and capabilities of your CDN partners to optimize delivery and maximize your ad revenue.
- Leverage first-party data and blend AI powered recommendations for better audience targeting and experiences
- Prioritize sales efforts to create a ubiquitous process across mobile, web and CTV/OTT/ FAST while optimizing your video search efforts to boost traffic and retention of audiences.
🔥 Stay Ahead of Video Monetization Insights! Want more expert tips on building a profitable video strategy?
Subscribe to our newsletter for the latest industry trends or reach out to our team–>>
