With IBC 2025 on the doorstep, Dutch middleware vendor MwareTV joins the long line of firms attempting to turn heads on the international stage with its implementation of Server-Guided Ad-Insertion (SGAI) into its Television Management System (TVMS). But with Dolby powering the SGAI integration through Dolby OptiView player, is MwareTV simply outsourcing the heavy-lifting while it continues to preach ad tech innovation? MwareTV champions the scalable and flexible capabilities of SGAI, where Server-Side Ad Insertion (SSAI) and Client-Side Ad Insertion (CSAI) are two sides of the same coin. In SGAI, the server guides the ad insertion process through SCTE-35 markers which dictate the timing of ad breaks, while ad-stitching itself is managed by the client-side to ensure seamless playback. The…