In this interview, Tim Sewell discusses how broadcasters and media owners can maximise the value of their inventory with the latest dynamic ad insertion technologies. He explains how new formats like side-by-side ads and L-banners are unlocking additional inventory opportunities, supported by advancements in server-guided ad insertion (SGAI). Tim also highlights how bridging the gap between streaming technology and adtech enables more accurate measurement of ad views, delivering actionable insights that improve performance and provide the data advertisers value most—ultimately driving higher fill rates and greater revenue.