The importance of addressable dynamic ad insertion has grown with migration from traditional TV distribution. DAI’s future is standards-based, improving scalability, reliability and more revenue. SSAI offers better UX and simpler device implementation. SGAI, based on extensions to HLS and MPEG-DASH protocols, allows DAI to combine the flexibility and scalability of CSAI with the UX, privacy control and consistency of SSAI. SGAI is growing in popularity, but lacks a formal definition. This demo will address misconceptions about what is and isn’t found in the standards and how gaps are addressed. DAI's future lies in the promise of standardisation and how the next phase will address streaming issues that the industry will face, like privacy control and syndication. Client-Guided Ad Measurement, enabled by CMCDv2, will ensure industry standards, crucial for accurate measurement. It will provide IAB-approved ad performance measurement, even in syndicated channels. Attendees will gain insight into DAI innovation and see how a new era of standards-based streaming TV, which can maximise advertising's revenue potential, will look.