--- title: Zixi Market Switching: ESAM Agent and ESNI Decisioning Service slug: market-switching docTags: createdAt: 2025-05-20T18:40:37.692Z --- ![Zixi Market Switching](https://api.archbee.com/api/optimize/amUtKWPrNQCS-26DKyGuI-F8pWrNmmPwdFvoGDtCUku-20250530-140750.png) ## Overview Media providers often need to switch from one stream to another for purposes including: - Ad insertion - Providing regionalized content - Switching to alternate content in areas where the main stream is blacked out for contractual or regulatory reasons The telecommunications industry has created standards to allow content switching in a consistent way that avoids excess consumption of bandwidth by providing the correct content to each receiver. These standards are described below. ### ESAM (Event Stream Application Manifest) ESAM is a specification used in digital video advertising and content delivery. It defines how to insert advertisements and other events into video streams in a standardized way. ESAM provides: - A framework for describing when and where ads should be inserted in video content - Support for dynamic ad insertion (DAI) in live and on-demand streaming - Integration capabilities with ad servers and content delivery networks - Metadata handling for advertising events and content transitions The specification helps broadcasters and streaming services manage complex ad insertion workflows while maintaining stream quality and viewer experience. ### ESNI (Event Stream Network Interface) - SCTE-224 ESNI is part of the Event Scheduling and Notification Interface standard. SCTE-224 defines: - A framework for communicating scheduling information between different systems in the video delivery chain - Standardized messaging for ad insertion events, blackouts, and other program modifications - Real-time event notifications that can trigger actions across multiple network elements - Integration between traffic systems, ad servers, and playout equipment - Support for both linear TV and streaming workflows ESNI specifically handles the network interface aspects, enabling different systems to exchange event information in a standardized format. This allows for coordinated actions like simultaneous ad insertion across multiple distribution points or automated blackout enforcement. ### POIS (Placement Opportunity Information Service) In the context of video advertising and SCTE standards, POIS refers to: - Services that identify and communicate available advertising placement opportunities - Integration with SCTE-35 signaling to detect ad avails in content streams - Coordination between content providers and ad insertion systems - Real-time communication of when advertising slots are available - Support for both scheduled and dynamic advertising opportunities ESNI and POIS are separate services but can work together in modern video delivery ecosystems to enable sophisticated advertising workflows, event management, and automated content scheduling across broadcast and streaming platforms. ## Zixi's Market Switching Offerings Zixi provides two different services to handle content switching. ### The Zixi ESAM Agent The Zixi ESAM Agent is a paid add-on and an additional software installation on the server hosting a Zixi Broadcaster that adds two key feature sets: 1. The ability to interface with & act on an **externally hosted** ESNI (SCTE 224) scheduling service such as using SCTE 35 messages or based on wall clock time 2. The ability to interface with & act on an **externally hosted** POIS (SCTE 130 part 5) SCTE manipulation or conditioning service. For more information, see [Zixi ESAM Agent](docId\:OsyzVsQM3mNsyzO76AMBY). ### The Zixi ESNI Decisioning Service Zixi provides its own ESNI service as a paid add-on as an alternative to using an external service through the Zixi ESAM Agent. For more information, see [ESNI Decisioning User Guide](docId\:CCfonhvyBRYgOQUpZcPGX). ## Section Contents - [Zixi ESAM Agent](docId\:OsyzVsQM3mNsyzO76AMBY) - [ESNI Decisioning User Guide](docId\:CCfonhvyBRYgOQUpZcPGX)