How Live Sports Streaming Is Shaping The Future Of Ad Tech
Consumers are turning more to live sports on streaming, underscoring an urgency to unify linear and digital sales and ad tech platforms.
As streaming giants like Apple, Amazon and Netflix venture into live sports, the ad tech landscape must adapt to new complexities. Digital native streamers don’t have a legacy of selling linear spots, often sold on an up-front basis, with fixed placements, ad separation and contextual constraints. Many are learning what makes linear advertising unique from more conventional digital advertising that is bought, sold and trafficked on a programmatic/dynamic basis.
Simultaneously, linear broadcasters are pushing aggressively into streaming. While they have a long history of capitalizing on upfront sales and linear trafficking, they’re now moving into the digital realm whereby programmatic and dynamically served ads are the norm. Ultimately, they strive to unify their linear and digital sales and ad tech platforms to deliver audiences across platforms and devices in a singular way for advertisers.
New complexities have emerged in terms of sales, technology and operational workflows, so that companies on either end of the linear spectrum can adapt to rapid changes in consumption behavior and ad buying and selling.