Server-side ad insertion (SSAI) is a strategic component of the wider connected TV ad tech stack, allowing organizations to simplify the entire connected TV advertising chain. Keeping the decisioning server side enables companies like French ad-serving firm Equativ – which has just taken a majority stake in video personalization vendor Nowtilus – to be flexible to business rules regarding ad break management across OTT and traditional broadcast, according to Nowtilus’ co-founder and MD, Leander Carell. Briefing Faultline this week, Carell reveals that the financial backing from Equativ is allowing Nowtilus to jump straight into R&D. One notable pursuit is edge-side ad insertion, which is optimal for low-latency streaming events like live sports. In these environments, Carell says the cloud…