London– IBC2025's existence, video software provider Synamedia will showcase many important improvements in the delivery of dynamic ad insertion, highlighting the way Synamedia Go, Quortex Play, and AI redefines video networking, advertising, service operations and user experience.
With a new integration with Quortex Play, IBC2025 will also mark the European debut of Quortex Switch, the industry's first standards-based dynamic CDN switching solution, the company said.
“At Synamedia, we embed AI deep within our portfolio to provide concrete benefits, from personalized user experiences to smart advertising, automated operations for improved ROI, to improved video quality.” “Our customers are already exploring ways to use AI agents to configure their networks and optimize their workflows. It shows how quickly the landscape is changing. With these innovations and talented engineering teams, we are proud to share our next streaming and vision at IBC 2025.”
In the preliminary stage of the show, Synamedia also announced that Akamai, Cisco and CDN77 will be participating as founding members of OpenMoQ, a new consortium to advance MOQ, a new IETF standard for high performance publishing/subscription communications. OpenMOQ builds open source software to enable MOQ for media usage cases such as ingestion, primary distribution, and large-scale distribution. This shared foundation avoids fragmented, unique stacks and encourages industry-wide collaboration. The consortium is open to new founding members, tied up by the belief that MOQ is the next generation protocol for video streaming.
During IBC2025, one year after the launch of Synamedia Senza, Synamedia reported that it would present a vision for how the viewing experience will evolve over the next five years.
Using AI to unlock new levels of content discovery and personalized viewing experiences, Senza and Synamedia Go Demo blend video and streaming from TV and any social platform to deliver a seamless user experience on your TV screens and mobile devices.
For example, if viewers are watching a basketball game and notifying them that their friend is live streaming from the court on social media, users can add their friend's feed or something to their screen. Connected to the Synamedia Iris addressable ad platform, AI ad generators create video ads for team shirts tailored for those in the room.
Synamedia Go's AI supports personalized content discovery and filter preferences using natural language for conversation search on mobile devices while displaying results on television. Personalized viewing recommendations for TV and social across are presented by AI agents in dynamic videos customized for each audience. The other product that contributes to the demonstration is Synamedia Gravity, which monitors broadband performance and Chinamedia content armor through premium content to detect copyright infringement, the company said.
In another demo, Synamedia Go is the discovery of effective and efficient content across all forms of content, including live and burgeoning short formats, one of the industry's key challenges. By layering AI-powered personalization, metadata and visuals, the demo shows how viewers can discover the content they want to watch, contextually and intuitively, while streaming service providers maximize the return on valuable content investments.
Complementing the IRIS advertising platform, Synamedia demonstrates how its dynamic ad insertion technology provides powerful business and operational insights, including measurable ROI for decision-making. It uses new tools that provide full visibility into advertising effectiveness and analyze advertising impressions and revenues per channel and device. Going further, we identify potential untapped monetization by tracking the duration of advertising filler and quantifying monetization losses caused by the AD ecosystem. This will maximize advertising yields and minimize revenue leaks. Its manifest operating technology also allows for use cases such as sports power outages and the origin of channels in primary distribution.
Synamedia announces the integration of ContentArmor Forensic Waterming with the SaaS-based Quortex Play platform, allowing customers to easily watermark live streams. By adding ContentArmor watermarks to live events and 24×7 channels, Quortex Play customers can easily identify the origin of the leak and take a destructive counter measure. ContentArmor does this by embedding unperceived watermarks in content to identify individual accounts of unauthorized users and malicious actors. Another ContentArmor demo shows how to prevent CDN stretching. Synnamedia also reported that it will introduce a new Quortex Play dashboard that will give customers insight into operational performance and monetization for enhanced decision-making.
Additionally, during IBC2025, Synamedia said that AI agents and large-scale language models will demonstrate how users can talk to their products to use natural language to configure and optimize workflows. The implementation of a Model Context Protocol (MCP) server for Quortex links enables new interactions. Users can simply chat with Quortex links to automatically monitor and adjust configurations. For example, if a user wants to configure a distribution link, they can simply say “New York is playing tomorrow”, and the agent will suggest configuration and automatically set up the link with user confirmation. French users simply say “PSG Joue Demain Soir.”
Another technology demonstrates AI processing with Live Video Pipeline, identifying sporting events, and enriching streams with metadata on the fly, even at ultra-fast speeds in MOQ. The demonstration with Synamedia Partner Six Floor Solutions automatically determines that a basketball game is currently in progress, and detects factors including fouls, three-point basketball and more. One of the synamium's contributions to the new IETF MOQ protocol is how this AI metadata is transported along the video stream to process with the desired Latency.
Synnamedia also previews AI-powered video quality agents that automate encoder evaluations, allowing operators to improve quality, reduce bitrates and reduce operational costs. This replaces labor-intensive testing days with automated quality measurement analysis and provides results in minutes with ongoing monitoring issued by the flag before viewers notice. At the same time, it helps to reduce CDN and storage costs by proposing smarter ABR ladders. This solution uses metrics that include VMAF and is designed for open vendor-independent ecosystems.
Information about Synamedia partners on display at IBC can be found here.
