TEGNA-owned Connected TV and OTT advertising platform Premion has brought to market a scaled live programmatic ad tool that delivers to marketers live, in-game professional and collegiate sports, as well as high-impact live tentpole events.
The platform will officially debut at the upcoming Cannes Lions 2025, on Stagwell Sport Beach.
The live programmatic sports programming allows advertisers to use non-human computer algorithms to access “premium live inventory” in real time.
“For the first time, brands and agencies can dynamically target and scale in-program live sports viewers with unprecedented visibility into leagues, teams, matches and events—unlocking a new era of transparency, precision and performance,” the TEGNA-owned ad unit said on Tuesday.
“While CTV has advanced rapidly, live sports has remained challenging to scale programmatically for local and regional advertisers—until now,” notes Premion President Daniel Spinosa. “With the integration of Octillion, we’re investing in new capabilities within our DSP—this being the latest example. Our cutting-edge platform now empowers advertisers to activate live, in-game moments at scale across virtually every sport and marquee event at the local and regional level.”
The platform will be available to select brand and agency partners on a first come basis.
