RMB and Smart AdServer display personalised ads during live Euro 2020 games

Belgian multi-media ad network, RMB and ad monetisation platform, SmartAdServer have activated linear TV ad replacement on live streams on desktop and mobile app (IOS & Android) for the first time during Euro 2020 ad breaks. The adtech’s advanced TV solution for Live OTT ad break management and ad-decisioning has enabled RTBF (Belgian public TV broadcaster) and RMB to display personalised ads on their OTT platform AUVIO to more than 100,000 viewers, in real-time.

Live sports streaming is seeing an exceptional rise in viewership on desktop and mobile devices. With the migration of audiences to digital platforms, the opportunity for targeted and addressable dynamic ad insertion has caught the attention of marketers.

During the month-long Euro 2020 tournament, RMB has been able to personalise each viewer’s stream during live game broadcasts on the AUVIO platform. AUVIO is the live video streaming and video on demand platform of the RTBF that makes use of Smart’s proprietary live ad decisioning solution.

Smart handled requests for over 12 million ads over the course of the tournament, and scaled programmatic delivery to more than 100,000 concurrent viewers per match, far surpassing the initial goal.

Because of the unscheduled break patterns and the complexities of serving to a surge of viewers who tune in for an event stream on any given day – live sports have remained one of the most difficult formats for programmatic DAI (dynamic ad insertion). We are particularly proud to support RMB’s, RTBF’s and AUVIO’s teams in delivering this project of addressable television and video campaigns.

Gerald Sauvageon, VP Sales Video & Addressable TV, Smart