UFC fighters have many moves, but none of them will keep marketers from buying programmatic inventory in their coming events backed by Paramount Skydance.
The company said Wednesday it would offer live, in-game programmatic buying for select commercial units in what it called “marquee sporting events,” starting January 24 with the debut of UFC matches on Paramount+. The decision marks the first time advertisers can purchase a guaranteed, real-time placement in Paramount’s streamed sports.
The company is working with Amazon DSP, Google’s Display & Video 360, The Trade Desk and Yahoo DSP to offer private marketplace, biddable ad inventory for UFC’s full slate of “numbered events preliminaries” and U.S. Fight Nights. All “numbered event main cards” will exclusively be sold as streaming fixed units.