YES Selects Synamedia Iris for Advanced Advertising Rollout

Why It Matters

The deployment illustrates how telco operators are leveraging addressable TV to diversify revenue streams and meet evolving consumer expectations for personalized, ad‑supported content.

Key Takeaways

• YES adopts Synamedia Iris for addressable ad delivery
• Server‑side insertion unifies TV and OTT advertising
• Integration includes Go Experience Manager and Fluid Edge CDN
• Enables new ad‑funded business models for premium content
• Positions YES among operators like OSN, MTN, Astro

Pulse Analysis

Addressable advertising is rapidly becoming a cornerstone of the pay‑TV and streaming landscape, as operators seek to monetize premium content without compromising subscriber experience. By delivering ads tailored to individual households, providers can command higher CPMs and attract premium advertisers seeking precise audience segmentation. This trend is especially pronounced in markets like Israel, where competition from global OTT players pressures traditional broadcasters to innovate their revenue models.

Synamedia Iris brings server‑side ad insertion (SSAI) capabilities that centralize ad decisioning and stitching across multiple delivery endpoints. The technology eliminates the need for client‑side ad logic, reducing latency and ensuring consistent playback on set‑top boxes, smart TVs, and mobile OTT apps. Integration with the Go Experience Manager and Fluid Edge CDN further streamlines content workflows, offering scalable distribution, robust security, and disaster recovery—all critical for maintaining service reliability while expanding ad inventory.

For YES, the Iris deployment opens a pathway to new ad‑funded subscription tiers and hybrid monetisation strategies, potentially boosting average revenue per user (ARPU) and offsetting churn pressures. Aligning with other operators such as OSN, MTN, and Astro demonstrates industry confidence in the platform’s scalability. As consumer preferences continue to shift toward flexible, ad‑supported viewing, YES’s investment positions it to capture incremental advertising spend and strengthen its competitive stance in the evolving media ecosystem.