While client-side ad insertion is a common solution for ad personalization and targeting, it has technological hurdles that can be difficult to overcome in certain situations, particularly, live broadcasts such as sports, events and news:

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- Client- Side ad insertion is subject to high network latency and shifts in video quality due to changes in codec, resolution and bitrate.

- There is no elegant solution capable of handling seamless live streaming.

- Requires code changes across multiple platforms and devices.

- As the use of ad-blocking software grows, ad fill rates on desktop and mobile web environments shrink.

- In addition to its technological limitations, client-side and insertion can also have a noticeably negative effect on the viewer experience.

- If you thought buffering made users angry, just see what happens when the page crashes after they sit through the pre-roll, forcing them to reload the page and watch the pre-roll again. Clients-Side advertising require a lot per-platform code, especially when the user is watching video through an app. This doesn't just mean higher development costs for the one implementing the page or app; it also means a fragile playback experience for the user. AIS's 100% server-side ad solution is for less complex to set up and manage, and is also less likely to crash.

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Reference: ´´How Server-Side Ad Insertion is Making Online Ads More User-Friendly¨

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