Paramount+ Introduces Live, In-Game Programmatic Buying for Sports Advertising
ByAinvest
Wednesday, Jan 21, 2026 9:04 am ET1min read
TTD--
Paramount introduces programmatic access to live sports on Paramount+, allowing marketers to secure guaranteed real-time ad placements during peak excitement moments. The initiative kicks off with UFC's debut event on January 24, offering private marketplace and biddable ad inventory through partnerships with Amazon DSP, Google's Display & Video 360, The Trade Desk, and Yahoo DSP. This marks the first time advertisers can secure a real-time, guaranteed placement in Paramount+'s lineup of premium sports properties.
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