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FAMIUM DAI enables dynamic ad insertion (DAI) and flexible over-the-top streaming workflows including VoD-to-Live services across a multitude of devices and platforms via MPEG DASH and HLS. DAI can be delivered per user and in real time, in traditional live linear streams and on-demand content. FAMIUM DAI enables dynamic ad substitution (DAS) in HbbTV and supports SCTE35 based cue point signaling.