Nexxen is latest programmatic player to widen TV’s live sports window

Demand for live sports TV ad opportunities is riding high among marketers and media buyers. In response, media companies are continuing their industry-wide effort to lower barriers to entry for smaller brands.

The latest effort comes from DSP and SSP provider Nexxen, which has put together a sports-dedicated suite of programmatic “packages” around major sporting events like next year’s soccer World Cup. The company hopes to make buying ads against those moments quicker for brands, especially those dipping their toes into live sports for the first time.

“Sport is still the only content that drives viewership,” said Kevin Maloy, vp advanced TV solutions, Nexxen. “There’s intrinsic value to be part of that conversation.”

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