Dolby has revealed the first new product to stem from its acquisition of THEO Technologies in summer 2024—a deal which was deliberately dressed up as the secret ingredient to spice up the Dolby.io streaming platform and its unique cross-selling potential. THEOads is the latest innovation, based on server-guided ad insertion (SGAI) technology. This is pitched as a new approach to ad insertion in live streaming that aims to balance monetization with an uninterrupted viewer experience—building on THEO’s reputation in solving the persistent challenges of latency, compatibility, and engagement across devices. Traditional approaches to livestreaming ads often disrupt the viewing experience, leading to audience drop-offs. During a live webinar this week, Dolby’s Dan Coffey, Director of Product Owners, emphasized that ads…