How Sony Pictures Networks India Delivered Personalized Ad Insertion at Scale on AWS
Media Blog
This article details how Sony Pictures Networks India (SPNI) delivered personalized ads at scale during the Asia Cup Cricket 2025 tournament using AWS services, reaching over 10 million concurrent viewers.
- Delivered personalized ads in real-time based on device type, language, and campaign criteria
- AWS Elemental MediaTailor provided server-side ad insertion (SSAI) with Google Ad Manager integration
- Pre-fetch optimization reduced ad server bottlenecks by distributing requests evenly over time
- PING-based beaconing enabled reliable impression tracking across billions of ad requests
- Multi-CDN architecture with CloudFront ensured low-latency, resilient global delivery
- VisualOn Client SDK integration maintained seamless playback across Android, iOS, and CTV devices
- AWS Unified Operations for Media provided dedicated support and architectural guidance throughout
- Achieved broadcast-grade latency with zero buffering and improved ad fill rates
SPNI successfully demonstrated how AWS Elemental MediaTailor combined with multi-CDN delivery enables large-scale live sports streaming with real-time ad personalization and reliable monetization.
The AWS News Feed is currently looking for gold sponsors. If you want to support the AWS community and reach a large audience of AWS professionals, consider sponsoring the AWS News Feed.
Related articles
2025
2026
2025
2025
The AWS News Feed is currently looking for silver sponsors. If you want to support the AWS community and reach a large audience of AWS professionals, consider sponsoring the AWS News Feed.