What’s really the biggest streaming event ever? Superbowl? What could be bigger? Felix’s jump from the stratosphere? Fifa World Cup of 2018? Let me introduce you to, India and it’s Cricket fans. In 2019, there were two large cricket tournaments earlier this year – IPL & ICC World Cup 2019. Combined together we had 100+ games across 8 different teams each lasting for 4-10 hours with a lot of action. Cricket attracts about 600M+ users alone in India over broadcast. But that’s just half the story! Both of these events were streamed live to an audience of more than100 million users per match that peaked in the 2019 Season Semi-final at 25.3 million concurrent users across 10 platforms and diverse carrier networks from 2G to 4G & broadband. Now that’s another story – but not the story we want to tell in this talk. Each of these games has the most intense Ad Serving schedule with over a 100 ad breaks of 4 kinds, serving an audience of more than 100 million Unique Video Viewers in about 5-10 hours adding up to – an inventory of over 2 Billion Ad Impressions served. Even more exciting is that these impressions are served for over 100 different brands with complex targeting rules including demographics like Age groups, Gender, Location and Language. Welcome to Hotstar, India’s youngest and smallest team of engineers who dare. I am Ashutosh Agarwal, Architect & Lead Engineer of our SSAI Technology. I would present a day in the life of Ad Serving in an IPL/WorldCup Game via our SSAI service. This talk will cover the following elements: Overview of live streaming in India – In India, people consuming live sports come from all the parts, from metros to rural areas. This means that network connections are very choppy and unpredictable. Challenges with client-side insertion on the cricket – In cricket, the ad break pattern and duration are unpredictable, making this simple ad-insertion more complex Designing Server-side ad insertion using cohort technique to make it operate at scale, without introducing any latency from live action on the field. Building a real-time feedback system for near accurate delivery of ads at this scale of operation. Future of Live sports ad insertion at hotstar – Automating the entire playout operations.