{"id":707393,"date":"2026-01-13T01:05:10","date_gmt":"2026-01-12T22:05:10","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/google-opens-olympic-live-sports-inventory-to-biddable-ctv-buys\/"},"modified":"2026-01-13T01:05:10","modified_gmt":"2026-01-12T22:05:10","slug":"google-opens-olympic-live-sports-inventory-to-biddable-ctv-buys","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-opens-olympic-live-sports-inventory-to-biddable-ctv-buys\/","title":{"rendered":"Google opens Olympic live sports inventory to biddable CTV buys"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2833b187d6d\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2833b187d6d\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-opens-olympic-live-sports-inventory-to-biddable-ctv-buys\/#Advertisers_can_now_buy_premium_live_sports_inventory_programmatically_combining_massive_reach_with_better_frequency_control_and_cross-device_measurement\" >Advertisers can now buy premium live sports inventory programmatically, combining massive reach with better frequency control and cross-device measurement.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Advertisers_can_now_buy_premium_live_sports_inventory_programmatically_combining_massive_reach_with_better_frequency_control_and_cross-device_measurement\"><\/span>Advertisers can now buy premium live sports inventory programmatically, combining massive reach with better frequency control and cross-device measurement.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Live sports advertising is getting more programmatic \u2014 and more measurable.<\/p>\n<p><strong>Driving the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a><\/strong>. Google is rolling out new biddable live sports capabilities in Display &amp; Video 360, including programmatic access to NBCUniversal\u2019s Olympic Winter <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">Game<\/a>s inventory, ahead of a packed 2026 global sports calendar.<\/p>\n<p><strong>Why we care.<\/strong> Live sports remain one of the few <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> environments that consistently deliver massive, attentive audiences. By bringing premium sports inventory into biddable CTV, Google is giving advertisers more control, better measurement, and easier activation \u2014 without sacrificing reach.<\/p>\n<p><strong>What\u2019s new<\/strong>. Advertisers can now combine Google audience signals with NBCUniversal\u2019s live sports CTV inventory to reach fans on the big screen and re-engage them across YouTube and other Google surfaces. New cross-device frequency management uses household-level signals to limit overexposure, while Google AI-powered cross-device conversion tracking links CTV impressions to downstream purchases \u2014 at no added cost.<\/p>\n<p>Google is also simplifying access to live sports through a redesigned Marketplace, allowing marketers to activate curated sports packages in just a few clicks rather than navigating fragmented media buys.<\/p>\n<p><strong>The big picture<\/strong>. As fans move fluidly between connected TV, YouTube, Search and social feeds, advertisers are under pressure to follow attention across screens. Google is positioning Display &amp; Video 360 as the hub that connects those moments, from the living room to mobile.<\/p>\n<p><strong>The bottom line:<\/strong> By <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/blog.google\/products\/marketingplatform\/360\/new-biddable-capabilities-for-live-sports-with-display-video-360\/\">unlocking Olympic and live sports inventory inside Display &amp; Video 360<\/a>, Google is making premium sports advertising easier to buy, easier to measure, and far more accountable.<\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-opens-olympic-live-sports-inventory-to-biddable-ctv-buys-467407\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Advertisers can now buy premium live sports inventory programmatically, combining massive reach with better frequency control and cross-device measurement. Live sports advertising is getting more programmatic \u2014 and more measurable. Driving the news. Google is rolling out new biddable live sports capabilities in Display &amp; Video 360, including programmatic access to NBCUniversal\u2019s Olympic Winter Games&#8230;<\/p>\n","protected":false},"author":1,"featured_media":707394,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/Shutterstock_1696894957.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-707393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/707393","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=707393"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/707393\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/707394"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=707393"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=707393"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=707393"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}