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A request to “fill sports impressions” may sound straightforward enough. In practice, sports is one of the areas where the word “impression” reveals very little about what is actually being purchased.

Depending on the seller, platform, or package, “in-game” can include ads running during commercial breaks within a live game as well as inventory surrounding the broadcast.

Programmatic has made media buying faster and more flexible. But a simple line item on a media plan can conceal a much more complicated set of decisions about what an advertiser is buying.

Fall brings one of the most reliable live sports opportunities for local advertisers: college football.

Here are five factors that advertisers can use to determine whether their sports CTV inventory delivers the audience, context, geography, and attention for which they’re paying.

Double-digit lifts in brand trust, immersive listening, and sound quality. Strengthened brand familiarity and alignment. Increased consideration for JBL earbuds and headphones

FOX wanted to promote a slate of midseason originals—Best Medicine, Memory of a Killer, and Extracted Season 2—across key local markets.

Live sports still delivers what advertisers want most: attention, passion, loyalty, and cultural relevance.