Ateme has gone on the advertising offensive with claims that client-side ad insertion (CSAI) is a redundant technology and server-side ad insertion (SSA) is the future. The message is not a totally original one from the French video software vendor, aligning with much of the vendor ecosystem. Like Ateme, suppliers have identified the rise in ad-supported streaming options as an opportunistic time to take advantage of entrenched positions in video streaming workflows. A recent whitepaper from Ateme outlines the financial and technical benefits of SSAI over CSAI, against the backdrop of growing addressable TV revenues worldwide. Ateme has included some noteworthy data comparing traditional linear advertising with addressable OTT advertising. For traditional linear advertising, a funnel diagram claims that 50…