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ENRICHED MEDIA STREAMING SOLUTION (EMSS)

Standardising SSAI Player Interactions.

INTRODUCING EMSS

EMSS Logo

The Enriched Media Streaming Solution (EMSS) standardises the interaction between a Server Side Ad Insertion (SSAI) server and the video player.

The exchange of metadata is not standardised, resulting in multiple proprietary systems. This means that custom integrations for SSAI are almost always necessary for each SSAI solution, which then leads to vendor lock-in.

SERVER SIDE AD INSERTION
(SSAI) STANDARDISATION

Rather than creating a custom integration, THEO introduced a standardised way to integrate with SSAI solutions.

Many think that the implementation of a SSAI solution is only happening at the level of the server, but to have a complete end-to-end SSAI solution, you also need the interaction and exchange of metadata between the SSAI server and player.

EMSS_SSAI Standardisation
EMSS_Specification

EMSS SPECIFICATION

The specification discusses the standard for metadata, how that metadata is transported in HLS or DASH, and how the metadata should be processed. 

This specification touches on announcing and annotating ads to the viewer, modifying UI during ad playback, enforcing business rules for skipping over ads and beaconing.

THEO EMSS MODULE

EMSS_Key Elements

Our THEO experts have created a standalone cross-player EMSS module that enables the client-side implementation of this specification.

THEO EMSS Module hooks into common player APIs to interpret the metadata, render and enforce the business rules, independent of the player.

THEO EMSS Module is pre-integrated with THEOplayer Universal Video Player solutions.

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