Manifest Manipulator

What Is a Manifest Manipulator in Connected TV (CTV)?

A manifest manipulator is a tool or service used in streaming video delivery that dynamically modifies video manifests in real time. In Connected TV (CTV), it plays a key role in inserting ads, enforcing content policies, and customizing playback experiences by altering the manifest file before it reaches the viewer’s device.

The manifest is a playlist that tells the video player what to play and in what order. By manipulating it, platforms can control how content and ads are delivered without changing the original video files.

How Does a Manifest Manipulator Work?

When a viewer requests a stream, the CTV platform sends back a manifest file — usually in HLS or DASH format — that lists all the video segments needed to play the content. A manifest manipulator intercepts this process and modifies the manifest on the fly.

This can include:

• Inserting ad markers or ad breaks
• Personalizing content sequences
• Enforcing blackout rules or geographic restrictions
• Adjusting quality levels based on viewer bandwidth

The result is a highly customized stream that adapts to both business goals and viewer context.

Why Manifest Manipulation Matters in CTV

Manifest manipulation enables advanced features in ad-supported streaming, especially for dynamic ad insertion (DAI) and server-side ad insertion (SSAI). It allows platforms to deliver personalized ads without buffering or visual disruption, which improves the viewer experience and boosts monetization.

For content owners and advertisers, manifest manipulation provides:

• Real-time control over when and where ads appear
• Consistency across devices and platforms
• A way to enforce rights and regional rules without altering content files

Use Cases for Manifest Manipulators

Manifest manipulators are used across the CTV ecosystem to support:

• Ad insertion: Adding personalized or targeted ads within live and on-demand streams
• Content replacement: Swapping out shows or episodes based on licensing or viewer preferences
• Blackouts: Preventing certain content from showing in specific regions
• Experience optimization: Managing stream quality and segment timing to reduce buffering

They are a flexible, backend-driven way to manage stream behavior at scale.

Challenges of Manifest Manipulation

While powerful, manifest manipulation requires precise timing, fast processing, and strong integration with ad tech systems. Mistakes in the manifest can lead to playback errors, missed ad opportunities, or broken streams. There are also privacy and compliance considerations when using viewer data to personalize manifests.

Platforms must ensure high availability, low latency, and compatibility with various players and devices.

How Wurl Supports Manifest Manipulation

Wurl uses manifest manipulation as part of its streaming infrastructure to help publishers deliver seamless, ad-supported viewing experiences. By integrating this capability with its ad and content delivery tools, Wurl allows for real-time adjustments to the viewing experience that increase monetization without disrupting playback.

With manifest-level control, Wurl helps partners:

• Insert ads dynamically and reliably
• Adapt streams to meet regional and platform-specific needs
• Improve viewer satisfaction by minimizing disruptions