I’m thrilled to share some exciting news for advertisers. Google has opened the door to Olympic live sports inventory, now accessible through biddable CTV buys, capturing massive reach with enhanced control and measurement.
Live sports advertising is revolutionizing how we connect with audiences—more programmatic and measurable than ever before.
Driving the news. I’m particularly excited about Google’s latest move: introducing new abilities to bid on live sports through Display & Video 360. This includes access to NBCUniversal’s Olympic Winter Games inventory, just in time for the bustling 2026 sports calendar.
Why it matters to us. Live sports consistently engage vast and attentive audiences, and now with Google’s enhancement, advertisers like us gain more control and precision without losing reach.
What’s new. We can now reach fans directly on the big screen by merging Google audience data with NBCUniversal’s live sports CTV inventory and engage them further across YouTube and Google’s platforms. Google introduces household-level frequency management, powered by AI, to avoid ad overexposure and link CTV impressions to purchases seamlessly.
Additionally, Google has revamped its Marketplace to make accessing and activating curated sports packages a quick and easy process, saving us time and hassle.
The big picture. As viewers move across connected TV, YouTube, and social feeds, we’re challenged to maintain their attention across multiple screens. Google’s Display & Video 360 is emerging as the essential hub to capture these moments, from our living rooms to our mobiles.
The bottom line: By integrating Olympic and live sports inventory into Display & Video 360, Google has made purchasing premium sports advertising more efficient, transparent, and accountable.
Inspired by this post on Search Engine Land.
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