How refreshing it is to be serendipitously discovering bleeding edge technology vendors at in-person events once again. Faultline’s chance breakfast encounter with OTT vendor Penthera at this week’s OTT.X Fronts event, under the umbrella-draped courtyard of the LA-based Skirball Center, led to an acute diagnosis of the current issues with server-side ad insertion (SSAI) protocols. The standard method of SSAI at present is that all ad pods for a single title are triggered, decisioned and scheduled in the few milliseconds between a user pressing ‘play’ and playback commencing. Penthera’s SVP of Product and Partnerships, Scott Halpert, says that this can wreak havoc as it puts ads at odds with the standardized ‘time to live’ marker that is used in programmatic…