StreamLayer's John Ganschow On Why Live Sports Monetization Needs A Better Playbook
“At its core, StreamLayer is solving one of the biggest missed revenue opportunities in live sports and streaming—the ability to monetize moments outside of traditional ad breaks,” says StreamLayer CEO John Ganschow. “Live sports are unpredictable, and existing ad tech, especially SSAI, wasn’t built for that.”
ALAN WOLK (AW): What’s the big problem StreamLayer is solving, and why now?
JOHN GANSCHOW (JG): With our Server Guided Ad Insertion (SGAI) technology, we enable real-time, event-triggered ad delivery. That means we can dynamically insert ads into natural lulls in the action—timeouts, pitching changes, substitutions—moments that were previously unmonetized.
The timing for this solution couldn’t be better. With media rights fees skyrocketing and streaming services shifting toward ad-supported models, the industry is actively looking for ways to maximize ad revenue. We provide a way to do that without disrupting the fan experience, which is critical.
AW: What’s been holding back better monetization of live sports, and how is StreamLayer looking to change that?
JG: One of the biggest challenges in monetizing live sports is that most ad technology was built for VOD, not live broadcasts. Traditional SSAI solutions have been highly effective for inserting ads into predefined commercial slots, but they weren’t originally designed to react dynamically to the unpredictable flow of a live game.
Some platforms have developed more advanced SSAI applications that allow ads to be inserted into natural pauses in the action, expanding monetization beyond traditional commercial breaks. However, these approaches still depend on predefined cue points rather than truly real-time, event-driven triggers.
This is where StreamLayer’s Server Guided Ad Insertion (SGAI) unlocks entirely new inventory. Instead of relying on a predefined break structure, our technology syncs ad delivery directly to live game data, allowing advertisers to target key moments as they happen—a game-changing capability for sports betting, shoppable ads, and dynamic sponsorship activations.
In short, while SSAI has made strides in expanding ad opportunities, SGAI takes it a step further by delivering ads that react to the game in real time, creating an entirely new class of premium, contextually relevant ad placements that were previously untapped.
AW:Looking at your new deal with Google, what are the big takeaways for media companies, leagues, and advertisers?
JG: This partnership with Google is a major step forward because it seamlessly integrates our event-triggered ad delivery into one of the most powerful ad ecosystems out there. That means we’re making it even easier for streaming platforms, leagues, and broadcasters—especially those already using Google’s ad tech—to unlock this new, premium ad inventory without having to overhaul their existing infrastructure
For advertisers, it means being able to reach fans in the exact moment of excitement, when engagement is naturally at its highest. That’s a game-changer compared to traditional ad breaks, where audiences might disengage or tune out.
AW: What superpowers does this integration with Google give you that you didn’t have before?
JG: Honestly, it’s all of the above—scale, precision, and new ad formats. Google’s infrastructure allows us to serve event-triggered ads at scale, ensuring high fill rates and better monetization for our partners. Advertisers can now target specific in-game moments with greater precision, meaning more relevant and engaging ad placements.
And from a format perspective, this opens the door to more interactive, commerce-driven ad experiences, which are where the industry is heading. The ability to make ads more dynamic and actionable in real time is a huge leap forward.
AW: Real-time bidding and live sports have always been tricky—too much lag, too many moving pieces. How does this partnership solve those challenges?
JG: That’s been one of the biggest hurdles in the space—by the time an ad loads through traditional RTB systems, the moment has passed. What we’ve done is dramatically reduce latency by using pre-cached ad creative and predictive triggers that ensure ads fire at exactly the right moment.
By syncing ad delivery to live game data, we ensure advertisers get the most relevant, high-value placements at the perfect moment. StreamLayer’s AI-driven delivery, combined with Google’s powerful infrastructure, enables us to execute these matches efficiently and at scale.
AW: Sports media is shifting toward hybrid monetization models. What does this deal mean for ad-supported streaming?
JG: We’re at a tipping point where ad-supported streaming is quickly becoming the norm. The key for platforms is figuring out how to maximize revenue without alienating fans—because forcing traditional ad breaks into streaming content just isn’t working.
This partnership allows streaming platforms to create new ad inventory by monetizing moments that weren’t previously available, without forcing more breaks into the experience. That means higher CPMs, less reliance on subscription revenue, and more advertiser demand because brands now have a way to engage audiences in more meaningful moments.
AW:What types of brands can benefit from this?
JG: Any brand that wants to connect with fans at the right moment can benefit, but there are a few clear standouts. Sportsbooks, for example, are a natural fit because they can display live odds updates and in-game betting activations at just the right time. Retail and e-commerce brands can use shoppable video to create instant purchasing opportunities. And for automotive, insurance, and QSR brands, it’s a chance to reach a highly engaged audience in a premium, distraction-free environment.
What’s exciting is that early data shows event-triggered ads drive significantly higher engagement than standard commercial breaks, which is exactly what advertisers are looking for.
AW: Is this just about sports, or do you see applications beyond the playing field?
JG: Sports is where we’re starting, but the applications go far beyond that. What’s important to highlight is that our technology isn’t just for live content—it also works across on-demand streaming. That means we can help virtually any streaming platform monetize both current and legacy content.
For live events, there are big opportunities in award shows, concerts, and breaking news coverage, where sponsors want to attach themselves to key moments in real time. On the on-demand side, we can help platforms insert contextually relevant ads into archived games and classic match replays or even enable interactive commerce within bingeable content libraries.
The key takeaway is that whether it’s live or on-demand, StreamLayer opens up new revenue streams across the board.
AW:From a UX perspective, how are you ensuring these ads enhance rather than disrupt the game?
JG: Non-intrusiveness is a top priority. That’s why we focus on L-Bar and side-by-side formats, so ads never block key game action. We also ensure that ads feel natural to the moment, meaning if a sneaker brand is running an ad, it might appear right after an incredible dunk or fast break.
The other piece is giving fans the choice to engage. Instead of forcing interaction, we create opt-in experiences that let viewers dive deeper if they’re interested. That keeps the experience seamless while still delivering value for advertisers.
AW:Where do you see live content monetization heading in the next 3-5 years?
JG: There are three major shifts happening right now:
Contextual and AI-driven ad delivery will dominate.
Shoppable and commerce-driven integrations will become a bigger part of the equation.
Streaming platforms will move beyond just ad views and start prioritizing engagement-driven revenue models.
The biggest challenge in all of this is balancing revenue generation with fan experience. That’s exactly what we’re focused on—creating solutions that maximize monetization without alienating the audience.
