Paramount Skydance announced on Wednesday its plan to launch live, in-game programmatic buying for select advertising slots during prominent sporting events, beginning January 24. This new offering will make its debut with UFC matches available on Paramount+. This initiative represents a significant milestone as it allows advertisers to secure guaranteed, real-time placements in Paramount’s streamed sports content.
The company has recently rolled out a new advertising option termed “streaming fixed units.” This feature enables advertisers to purchase a consistent ad placement during the premieres of top shows, ensuring that once an ad is bought, it will be run in a designated spot. Paramount is collaborating with notable platforms like Amazon DSP, Google’s Display & Video 360, The Trade Desk, and Yahoo DSP to provide a private marketplace with biddable ad inventory for UFC’s complete lineup of numbered events, including preliminaries and U.S. Fight Nights. Notably, the main cards of all numbered events will be sold exclusively as streaming fixed units.
By integrating innovative advertising strategies, Paramount is not simply enhancing its revenue streams but also creating a more structured and guaranteed approach for advertisers in the fast-evolving landscape of digital sports programming. This development reflects Paramount’s commitment to leveraging technology to enhance user experience while offering new opportunities for brands to connect with audiences. With the upcoming UFC events, viewers can expect an exciting combination of sports entertainment and strategic advertising.