Simplestream says it has enabled server-side ad insertion (SSAI) across the CBS AMC Networks UK Channels Partnership’s linear IP channels on Freely, marking what it describes as a major milestone in its work with the joint venture between AMC Networks International UK and Paramount.

The company says it has spent the past year supporting broadcasters as they bring traditional linear channels into the Freely ecosystem alongside DTT distribution, with more than a dozen channels now onboarded. It has now extended its integration with advertising technology platforms, giving AMCNI UK the ability to introduce dynamically inserted and addressable advertising across its Freely channel portfolio.

The deployment allows standard broadcast advertising to be replaced, either at centre breaks or on a spot basis, with live IP-delivered adverts. Simplestream says this improves relevance and engagement for viewers, while enabling more flexible and scalable ad delivery and higher CPMs for channels and advertisers.

Lucy Halliday, Business Development Director at AMC Networks International UK, said the rollout will enhance the group’s Freely presence with “creative and innovative advertising solutions” across True Crime, True Crime Xtra, Legend and Legend Xtra.

Simplestream Chief Product Officer Lewis Arthur said Freely audiences previously received identical adverts across broadcast and IP streams, but SSAI now enables dynamic and addressable ad delivery to increase the commercial value of the IP experience.

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