The announcement highlights new biddable capabilities for live sports on Google Display & Video 360, including access to NBCUniversal's Olympic Winter Games programmatic inventory. With 2026 featuring major live sports events like football, rugby, cricket, basketball, and tennis, these features aim to help brands connect with fans across multiple platforms such as CTV, YouTube Shorts, and Google Search.
Key Features
- Unified Reach and Personalization Upgrades: Combines Google’s audience signals with NBCUniversal’s live sports CTV inventory to reach fans on big screens and re-engage them with related content on YouTube.
- Frequency Management: Uses cross-device, household-level signals to optimize ad exposure and prevent ad fatigue across devices and inventory.
- Cross-device Conversion: Employs Google AI to link CTV impressions to purchases, providing marketers with real-time ROI insights for Live CTV sports campaigns at no additional cost.
- New Curated Inventory: Simplifies activating live sports packages through a redesigned Marketplace, allowing marketers to access high-reach live sports inventory with just a few clicks.
These enhancements enable marketers to leverage the broad appeal of live sports alongside precise, biddable CTV tools within Display & Video 360.
