It’s a process used to insert ads into a piece of long form content. It allows for a buffer-less transition from content, to ad, then back to content in an OTT streaming environment, providing the same user experience as broadcast TV. This process is managed by Nowtilus as a SSAI vendor. We „sit“ between the Online Video Player, Content Origin and Ad Server to mediate the stitching of the ads into the content. By doing so we enable personalization of each single stream containing precisely targeted ads.