Ad Insertion for MOQ (Media over QUIC): What Is Possible Today and What Comes Next

To continue my coverage of all things MOQ, today I want to touch on something that keeps coming up in MOQ discussions: ad insertion. Ultra-low latency delivery is only part of the equation. For MOQ to be viable in real production environments, monetization has to work too. That means clean ad signaling, measurable delivery, and architectures that scale without breaking synchronization. IETF MOQ interim at Google’s Boulder campus This was one of the topics at the recent IETF MOQ interim at Google’s Boulder campus in February 2026. Watch the video below, where I discuss this event with my teammate Paul Gregoire, Red5 Solutions Architect, who attended it. To better understand how these concepts apply in practice, here are the key definitions used in ad insertion workflows for MOQ: Server-Side Ad Insertion (SSAI): ads are stitched directly into the video stream on the server before the stream is delivered to viewers. Server-Guided Ad Insertion (SGAI): the server signals ad opportunities an