First signal-based ad replacement system in Poland
We developed, delivered, and now maintain Poland’s first real-time, signal-based ad replacement system for live broadcasting, enabling CANAL+ to manage SCTE-35 markers directly in the signal stream.
Client: CANAL+
Release date: February 2025
About our client
CANAL+ Poland is one of the country’s leading premium television broadcasters and content providers. Known for its high-quality entertainment, sports, and original productions, the company delivers both live and on-demand content across multiple platforms, including satellite, cable, and streaming.
As part of the international CANAL+ Group, it combines local expertise with global reach, constantly investing in innovation to enhance the viewing experience for its audiences.
Time & timeline
Team: 3 engineers, 1 manager
Project start: December 2024
Working, integrated solution delivered: February 2025
Technologies
Java
DevOps tools and automation
The solution
We developed and delivered Poland’s first solution for real-time signal-based ad replacement at the encoder level. We took full ownership of the POIS application’s maintenance, feature development, and infrastructure support.
The POIS subsystem ingests audio-video streams with original metadata and outputs the same streams with modified SCTE-35 markers to support manifest manipulation. This makes it possible to dynamically insert or replace ads based on the signal itself, instead of relying on pre-defined schedules.
Our solution also allows for:
- Creation, replacement, and removal of SCTE-35 markers at the encoder or packager level
- Seamless integration with Ateme (pre-integrated) and other industry-standard vendors
- Continuous performance monitoring and adaptation to business needs
- Real-time technical support and 24/7 infrastructure assistance
The result
This is the first solution of its kind in Poland – and it works brilliantly. CANAL+ can now manage ad markers directly within the signal, place ads with greater precision, and generate new revenue through ad replacement. The system is stable, flexible, and fully supported by our team.
It has already been tested in live broadcasting and is ready to be implemented by other broadcasters looking to improve live ad delivery and signal-based metadata management.
Signal-based SCTE-35 ad replacement system overview
How can POIS help you?
From precise ad delivery to regional customisation, POIS brings flexibility and control to live broadcasting.
Here’s how different broadcasters and platforms can benefit.
Precision ad targeting in live sports
During live football matches, advertisers often want to insert specific ads during halftime or right after a goal is scored. With POIS, broadcasters can manage SCTE-35 markers in real time based on actual in-signal events.
Example: Insert a beer commercial right after a goal, or swap regional ads depending on viewership location during halftime.
Regional ad insertion across satellite and OTT
When distributing content via both satellite and streaming platforms, it’s essential to deliver region-specific ads without altering the main video feed.
Example: A national broadcaster can show a car ad in urban regions while simultaneously showing an agricultural machinery ad in rural areas - using one main feed.
New revenue models for live events
With POIS, broadcasters can offer premium ad slots to multiple advertisers by rotating or replacing ads dynamically during a live event, based on viewer behaviour, engagement, or metadata triggers.
Example: During a high-profile boxing match, rotate sponsor logos in ad breaks or insert new ads during fighter introductions, depending on viewership spikes.
