Dolby Labs has introduced cloud-based solutions to support clients with real-time, interactive streaming capabilities. The announcement, made from IBC 2024 in Amsterdam, follows Dolby’s July acquisition of streaming tools provider THEO Technologies, which services top sports, media and entertainment companies worldwide. Dolby and THEO promise streaming that is “more interactive, personalized, and delivered with extremely low latency.” Dolby will also offer a new capability, THEOads, providing an advertising environment “that is optimized for the dynamic nature of live content.”

“We are on a mission to revolutionize the viewing experience for live events,” said Giles Baker, SVP of Dolby Cloud Solutions.

“Viewers want to experience live action as it happens, but there are often lengthy delays before content reaches their screens,” Baker said in Dolby’s IBC news release. “Our new range of cloud video streaming products delivers content with minimal delay to create cross-platform, interactive experiences that immerse viewers in the action.”

THEOads is an ad insertion tool that improves the quality, flexibility and targeting of advertising within THEOplayer, reports TV Technology.

“Using server-guided ad insertion (SGAI) techniques, THEOads harnesses the full intelligence and capabilities of THEOplayer to maximize viewer engagement with more personalized, non-intrusive ads,” Dolby explains, suggesting the results offer “increased monetization opportunities and more efficient use of ad inventory without compromising the end-viewer experience.”

“The combined Dolby and THEO offering brings together Dolby Millicast, an ultra-low latency streaming solution, transcoding powered by Dolby Hybrik, and THEO’s portfolio of cross-platform playback and live streaming products,” notes Advanced Television.

The collection also includes THEOlive, a real-time API. “Collectively, these solutions are trusted by many of the biggest names in sports, streaming, and iGaming such as FanDuel, ITV, Las Vegas Sands, NASCAR, NFL and others,” according to Dolby.

When Dolby acquired THEO Technologies, Sports Video Group News called the move the next step in building more personalized streaming experiences that maximize consumer engagement.

“Live sports or entertainment in real life is a shared experience that is naturally interactive and engaging,” writes SVG News. “But there is an unpredictable and inconsistent delay of up to a minute before that content reaches viewers’ screens. This leads to familiar issues like neighbors cheering before you see a key moment in a game.”