Author: Tim Peterson

This week’s Future of TV Briefing looks at server-guided ad insertion, a newish method for inserting ads into streaming video on the fly.

• WTF is SGAI?
• WBD reopens Paramount deal talks, Hollywood’s AI copyright fights with ByteDance and more

WTF is SGAI?

For some ad buyers and sellers, being able to run targeted ads in live sports is the holy grail. But like the actual holy grail, that’s proved elusive. There are just too many technical risks to speed through all the processing needed to pick out which specific ad to show to a particular viewer without delaying a game’s stream to the point that the viewer ends up getting a notification about the game’s final score midway through the fourth quarter.

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Even before Snapchat fully scales its newly unveiled creator subscriptions program, high-earning creators on the platform say it provides a reliable revenue stream with minimal content lift — encouraging amid the instability of other social algorithms.

“I never have a day where I’m making less than $200,” said Josh Horton, who has amassed 624,000 followers on Snapchat after joining in the platform’s early days. He says he gets over a million daily views on his stories thanks to the platform’s discovery tools.

“I have days that are great, where I make over $1,000, but nowhere else on social media are you guaranteed every single day that you’re going to have something coming in,” said Horton, whose YouTube following totals 2.1 million.

Unlike YouTube’s ad-driven, long-form model or TikTok’s viral, algorithm-heavy payouts, Snapchat has quietly evolved into a platform that rewards consistent, direct-to-fan engagement, creators told Digiday.

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