Adaptive video streaming has emerged as the leading approach for delivering video content online, thanks to its capability to modify video quality according to the viewer's network conditions, which helps ensure smooth playback and reduces buffering. As online video consumption has surged, monetization through advertisements has become essential for streaming platforms. Server-side ad insertion
... [Show full abstract] (SSAI) is a widely used method that embeds advertisements directly into the video stream on the server before it reaches the client. This technique allows for a seamless ad experience by bypassing ad-blockers and offering a more uniform playback experience compared to client-side ad insertion. Nevertheless, optimizing SSAI to enhance user experience poses challenges that need to be tackled to maximize ad effectiveness while preserving video quality and user satisfaction. This paper examines the optimization of server-side ad insertion techniques to elevate the overall user experience in adaptive video streaming. The main emphasis is on finding a balance between ad delivery, video quality, latency, and network conditions. In particular, we investigate strategies to dynamically modify ad timing, frequency, and quality based on fluctuating network bandwidth, user engagement trends, and device capabilities. The suggested approach utilizes adaptive bitrate streaming (ABR) algorithms and predictive analytics to improve the SSAI process, with the goal of minimizing playback interruptions and ensuring that ads are presented in a manner that lessens any adverse effects on the viewing experience.