diff --git a/packages/common/src/utils/analytics.ts b/packages/common/src/utils/analytics.ts
deleted file mode 100644
index 09a576f85..000000000
--- a/packages/common/src/utils/analytics.ts
+++ /dev/null
@@ -1,28 +0,0 @@
-import { useAccountStore } from '../stores/AccountStore';
-import type { PlaylistItem, Source } from '../../types/playlist';
-
-export const attachAnalyticsParams = (item: PlaylistItem) => {
-  // @todo pass this as param instead of reading from store
-  const { user } = useAccountStore.getState();
-
-  const { sources, mediaid } = item;
-
-  const userId = user?.id;
-
-  sources.map((source: Source) => {
-    const url = new URL(source.file);
-
-    const mediaId = mediaid.toLowerCase();
-    const sourceUrl = url.href.toLowerCase();
-
-    // Attach user_id only for VOD and BCL SaaS Live Streams
-    const isVOD = sourceUrl === `https://cdn.jwplayer.com/manifests/${mediaId}.m3u8`;
-    const isBCL = sourceUrl === `https://content.jwplatform.com/live/broadcast/${mediaId}.m3u8`;
-
-    if ((isVOD || isBCL) && userId) {
-      url.searchParams.set('user_id', userId);
-    }
-
-    source.file = url.toString();
-  });
-};
diff --git a/packages/common/src/utils/configSchema.ts b/packages/common/src/utils/configSchema.ts
index e72d1993f..43c2d60af 100644
--- a/packages/common/src/utils/configSchema.ts
+++ b/packages/common/src/utils/configSchema.ts
@@ -50,6 +50,8 @@ export const configSchema: SchemaOf<Config> = object({
   description: string().defined(),
   analyticsToken: string().nullable(),
   adSchedule: string().nullable(),
+  adDeliveryMethod: mixed().oneOf(['csai', 'ssai']).notRequired(),
+  adConfig: string().nullable(),
   siteId: string().defined(),
   assets: object({
     banner: string().notRequired().nullable(),
diff --git a/packages/common/src/utils/sources.ts b/packages/common/src/utils/sources.ts
new file mode 100644
index 000000000..c96a35022
--- /dev/null
+++ b/packages/common/src/utils/sources.ts
@@ -0,0 +1,43 @@
+import type { PlaylistItem, Source } from '@jwp/ott-common/types/playlist';
+import type { Config } from '@jwp/ott-common/types/config';
+import type { Customer } from '@jwp/ott-common/types/account';
+
+const isVODManifestType = (sourceUrl: string, baseUrl: string, mediaId: string, extensions: ('m3u8' | 'mpd')[]) => {
+  return extensions.some((ext) => sourceUrl === `${baseUrl}/manifests/${mediaId}.${ext}`);
+};
+
+const isBCLManifestType = (sourceUrl: string, baseUrl: string, mediaId: string, extensions: ('m3u8' | 'mpd')[]) => {
+  return extensions.some((ext) => sourceUrl === `${baseUrl}/live/broadcast/${mediaId}.${ext}`);
+};
+
+export const getSources = ({ item, baseUrl, config, user }: { item: PlaylistItem; baseUrl: string; config: Config; user: Customer | null }) => {
+  const { sources, mediaid } = item;
+  const { adConfig, siteId, adDeliveryMethod } = config;
+
+  const userId = user?.id;
+  const hasServerAds = !!adConfig && adDeliveryMethod === 'ssai';
+
+  return sources.map((source: Source) => {
+    const url = new URL(source.file);
+
+    const sourceUrl = url.href;
+
+    const isBCLManifest = isBCLManifestType(sourceUrl, baseUrl, mediaid, ['m3u8', 'mpd']);
+    const isVODManifest = isVODManifestType(sourceUrl, baseUrl, mediaid, ['m3u8', 'mpd']);
+    const isDRM = url.searchParams.has('exp') && url.searchParams.has('sig');
+
+    // Use SSAI URL for configs with server side ads, DRM is not supported
+    if (isVODManifest && hasServerAds && !isDRM) {
+      // Only HLS is supported now
+      url.href = `${baseUrl}/v2/sites/${siteId}/media/${mediaid}/ssai.m3u8`;
+      url.searchParams.set('ad_config_id', adConfig);
+      // Attach user_id only for VOD and BCL SaaS Live Streams (doesn't work with SSAI items)
+    } else if ((isVODManifest || isBCLManifest) && userId) {
+      url.searchParams.set('user_id', userId);
+    }
+
+    source.file = url.toString();
+
+    return source;
+  });
+};
diff --git a/packages/common/types/ad-schedule.ts b/packages/common/types/ad-schedule.ts
index 4ead8eded..d01c00c1e 100644
--- a/packages/common/types/ad-schedule.ts
+++ b/packages/common/types/ad-schedule.ts
@@ -8,3 +8,5 @@ export type AdScheduleUrls = {
   json?: string | null;
   xml?: string | null;
 };
+
+export type AdDeliveryMethod = 'csai' | 'ssai';
diff --git a/packages/common/types/config.ts b/packages/common/types/config.ts
index babd67c44..d3b62cfe9 100644
--- a/packages/common/types/config.ts
+++ b/packages/common/types/config.ts
@@ -1,6 +1,6 @@
 import type { PLAYLIST_TYPE } from '../src/constants';
 
-import type { AdScheduleUrls } from './ad-schedule';
+import type { AdScheduleUrls, AdDeliveryMethod } from './ad-schedule';
 
 /**
  * Set config setup changes in both config.services.ts and config.d.ts
@@ -11,6 +11,8 @@ export type Config = {
   description: string;
   analyticsToken?: string | null;
   adSchedule?: string | null;
+  adConfig?: string | null;
+  adDeliveryMethod?: AdDeliveryMethod;
   adScheduleUrls?: AdScheduleUrls;
   integrations: {
     cleeng?: Cleeng;
diff --git a/packages/hooks-react/src/useAds.ts b/packages/hooks-react/src/useAds.ts
index b18e05bc4..f5249d8d4 100644
--- a/packages/hooks-react/src/useAds.ts
+++ b/packages/hooks-react/src/useAds.ts
@@ -7,7 +7,7 @@ import { createURL } from '@jwp/ott-common/src/utils/urlFormatting';
 const CACHE_TIME = 60 * 1000 * 20;
 
 /**
- * @deprecated Use adScheduleUrls.xml form the config instead.
+ * @deprecated Use ad-config instead.
  */
 const useLegacyStandaloneAds = ({ adScheduleId, enabled }: { adScheduleId: string | null | undefined; enabled: boolean }) => {
   const apiService = getModule(ApiService);
@@ -25,21 +25,24 @@ const useLegacyStandaloneAds = ({ adScheduleId, enabled }: { adScheduleId: strin
 };
 
 export const useAds = ({ mediaId }: { mediaId: string }) => {
-  const { adSchedule: adScheduleId, adScheduleUrls } = useConfigStore((s) => s.config);
-
-  // adScheduleUrls.xml prop exists when ad-config is attached to the App Config
-  const useAppBasedFlow = !!adScheduleUrls?.xml;
-
-  const { data: adSchedule, isLoading: isAdScheduleLoading } = useLegacyStandaloneAds({ adScheduleId, enabled: !useAppBasedFlow });
-  const adConfig = {
-    client: 'vast',
-    schedule: createURL(adScheduleUrls?.xml || '', {
-      media_id: mediaId,
-    }),
-  };
+  const { adSchedule: adScheduleId, adConfig: adConfigId, adScheduleUrls, adDeliveryMethod } = useConfigStore((s) => s.config);
+
+  // We use client side ads only when delivery method is not pointing at server ads
+  // adConfig and adScheduled can't be enabled at the same time
+  const useAdConfigFlow = !!adConfigId && adDeliveryMethod !== 'ssai';
+
+  const { data: adSchedule, isLoading: isAdScheduleLoading } = useLegacyStandaloneAds({ adScheduleId, enabled: !!adScheduleId });
+  const adConfig = useAdConfigFlow
+    ? {
+        client: 'vast',
+        schedule: createURL(adScheduleUrls?.xml || '', {
+          media_id: mediaId,
+        }),
+      }
+    : undefined;
 
   return {
-    isLoading: useAppBasedFlow ? false : isAdScheduleLoading,
-    data: useAppBasedFlow ? adConfig : adSchedule,
+    isLoading: useAdConfigFlow ? false : isAdScheduleLoading,
+    data: useAdConfigFlow ? adConfig : adSchedule,
   };
 };
diff --git a/packages/hooks-react/src/useMediaSources.ts b/packages/hooks-react/src/useMediaSources.ts
new file mode 100644
index 000000000..8f344f018
--- /dev/null
+++ b/packages/hooks-react/src/useMediaSources.ts
@@ -0,0 +1,13 @@
+import { useMemo } from 'react';
+import { useConfigStore } from '@jwp/ott-common/src/stores/ConfigStore';
+import { useAccountStore } from '@jwp/ott-common/src/stores/AccountStore';
+import type { PlaylistItem, Source } from '@jwp/ott-common/types/playlist';
+import { getSources } from '@jwp/ott-common/src/utils/sources';
+
+/** Modify manifest URLs to handle server ads and analytics params */
+export const useMediaSources = ({ item, baseUrl }: { item: PlaylistItem; baseUrl: string }): Source[] => {
+  const config = useConfigStore((s) => s.config);
+  const user = useAccountStore((s) => s.user);
+
+  return useMemo(() => getSources({ item, baseUrl, config, user }), [item, baseUrl, config, user]);
+};
diff --git a/packages/ui-react/src/components/Player/Player.tsx b/packages/ui-react/src/components/Player/Player.tsx
index f71aee20c..3d2a27503 100644
--- a/packages/ui-react/src/components/Player/Player.tsx
+++ b/packages/ui-react/src/components/Player/Player.tsx
@@ -7,7 +7,7 @@ import { testId } from '@jwp/ott-common/src/utils/common';
 import { logInfo } from '@jwp/ott-common/src/logger';
 import useEventCallback from '@jwp/ott-hooks-react/src/useEventCallback';
 import useOttAnalytics from '@jwp/ott-hooks-react/src/useOttAnalytics';
-import { attachAnalyticsParams } from '@jwp/ott-common/src/utils/analytics';
+import { useMediaSources } from '@jwp/ott-hooks-react/src/useMediaSources';
 import env from '@jwp/ott-common/src/env';
 
 import type { JWPlayer } from '../../../types/jwplayer';
@@ -62,6 +62,7 @@ const Player: React.FC<Props> = ({
   const backClickRef = useRef(false);
   const [libLoaded, setLibLoaded] = useState(!!window.jwplayer);
   const startTimeRef = useRef(startTime);
+  const sources = useMediaSources({ item, baseUrl: env.APP_API_BASE_URL });
 
   const setPlayer = useOttAnalytics(item, feedId);
 
@@ -183,10 +184,6 @@ const Player: React.FC<Props> = ({
 
       playerRef.current = window.jwplayer(playerElementRef.current) as JWPlayer;
 
-      // Inject user_id into the CDN analytics
-      // @todo this currently depends on stores
-      attachAnalyticsParams(item);
-
       // Player options are untyped
       const playerOptions: { [key: string]: unknown } = {
         advertising: {
@@ -209,7 +206,7 @@ const Player: React.FC<Props> = ({
         mute: false,
         playbackRateControls: true,
         pipIcon: 'disabled',
-        playlist: [deepCopy({ ...item, starttime: startTimeRef.current, feedid: feedId })],
+        playlist: [deepCopy({ ...item, starttime: startTimeRef.current, feedid: feedId, sources })],
         repeat: false,
         cast: {},
         stretching: 'uniform',
@@ -239,7 +236,7 @@ const Player: React.FC<Props> = ({
     if (libLoaded) {
       initializePlayer();
     }
-  }, [libLoaded, item, detachEvents, attachEvents, playerId, setPlayer, autostart, adsData, playerLicenseKey, feedId]);
+  }, [libLoaded, item, detachEvents, attachEvents, playerId, setPlayer, autostart, adsData, playerLicenseKey, sources, feedId]);
 
   useEffect(() => {
     return () => {