2026 FIFA World Cup: RMB, RTBF And Ad Insertion Platform Unveil A New  Era Of Video Advertising With SGAI On Auvio

By Sonia Meetes, Cyber Era NG Special Correspondent, Switzerland

During the 2026 FIFA World Cup, and particularly during the Belgium–Egypt match on June 15, video streaming entered a new advertising era on Auvio.

RMB, RTBF and their technology partner AIP have deployed SGAI (Server-Guided Ad Insertion)  on the platform for the first time, a major innovation in how advertising is inserted and measured  in video streams.

SGAI combines the best of SSAI (Server-Side Ad Insertion) and client-side insertion. In practice, it  keeps the video stream continuous and smooth while giving the player back the ability to run and  measure campaigns far more precisely. Where SSAI delivered robustness and a smooth viewing  experience but fell short on data, tracking and transparency, SGAI finally brings together a premium user experience and advanced marketing performance in video streaming.

What it means for viewers and advertisers: 

• A seamless viewing experience, with perfectly synchronized ad-break replacement across

both live and replay content. 

• Stronger measurement and transparency, with more precise tracking signals (impressions,

quartiles, completion, interactions) sent straight from the player, without the need for

additional third-party SDKs. 

• Reliable ad replacement across live streams with extended rewind functionality (long

manifests and multi-hour DVR windows), including monetization of previously viewed ad

breaks when audiences rewind content. 

• Enhanced targeting and personalization, tailoring messages to context, screen and audience.

• Stronger interoperability with digital standards (tracking, interactivity, verification,

addressability), closely matching what the programmatic market expects. 

• Unified management of ad inventory across live, replay and VOD. • Advanced handling of

business rules, compliance requirements and ad routing, powered by AdBlendr and its SGAI

interface.

For advertisers, that means more reliable KPIs, better attribution and far more granular, data

driven control of video ad spend. Campaigns can be optimized in real time, with more relevant ad

experiences that sit more naturally within the content and align more closely with international

digital standards.

This positions RMB, RTBF and AIP among the global pioneers of SGAI. At this stage, only a  handful of global streaming players have begun rolling out comparable approaches at scale. The  three partners had already made their mark at the previous World Cup with advanced adreplacement capabilities on Auvio.

CEO of Ad Insertion Platform Laurent Potesta said : “This long-standing partnership with RMB and  RTBF lets us go beyond technological innovation and turn emerging concepts into concrete, working solutions. The close collaboration between our teams, combined with highly  complementary expertise, demonstrates our ability to turn innovation into operational reality.

Deploying this technology in production during a major live event demonstrates the maturity and  readiness of the approach: to our knowledge, it is the first publicly documented SGAI deployment  at a major broadcaster, combining server-guided insertion and advanced ad routing through a  commercially available platform rather than a bespoke in-house implementation. The launch of  AdBlendr on Auvio captures our shared ambition: to advance video advertising standards, deliver  productized solutions that reach the market quickly, and open up new monetization opportunities for the entire streaming ecosystem.”

Director Media, Data & Tech, RMB  Valérie Janssens said: “Bringing SGAI to Auvio took several  months of close work between the technical teams at RMB and RTBF, with the expertise and  professionalism of AIP, our trusted technology partner for several years now. SGAI unlocks  significant opportunities, including new premium monetization models, improved value from live  and on-demand inventory, and faster deployment of innovative video formats and experiences.

We’re proud to play our part in delivering video advertising that is smarter, more measurable and  more respectful of the viewer, for the benefit of the whole ecosystem.”

Director of Digital Publications, RTBF Christophe Chantraine commented: “We too often see monetization  and public service presented as opposing objectives, as if one must come at the expense of the other. We believe the opposite is true. Advertising that is better integrated, more respectful of  viewing habits, and more precisely measurable allows us to create greater value from our  inventory while delivering a smoother experience for our audiences. The deployment of SGAI, combined with the developments planned for Auvio in the coming months, gives us the means to fully deliver on our ambition: to offer a high-quality, free platform that serves all RTBF audiences.”