Financial services and food delivery advertisers are adapting their approach to programmatic sports buys using tech built for betting brands.
Genius Sports launched partnerships with DirecTV Advertising, Equativ, FreeWheel, Index Exchange, Magnite, OpenX, PubMatic and The Weather Company at the IAB NewFronts this week, allowing advertisers to use its ‘Moment Engine’ to direct advertising spend through their inventory and publisher networks.
The system pulls live sports data such as player-specific stats or scorelines from sports leagues like the NFL or NASCAR, and matches it with addressable live sports inventory – essentially enabling brands to target their CTV and display ads to specific in-game moments, such as following a touchdown, on the fly.
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