Sydney, Australia – PubMatic has announced the rollout of its Live Moment Planning solution across premium live sports environments in Australia, including Foxtel’s Kayo SPORTS streaming service.
The solution enables advertisers to activate programmatic campaigns in real time during live sports broadcasts, targeting high-engagement moments. It will initially support major winter sporting codes such as the National Rugby League (NRL) and the Australian Football League (AFL).
The rollout comes as streaming platforms continue to attract audiences for live sports, prompting increased demand for more flexible and targeted advertising approaches. PubMatic said the offering allows advertisers to plan campaigns around live games using curated, time-targeted inventory packages delivered through its platform.
“As we enter the busiest time of year for advertisers, live sport is one of the most powerful environments for brands, but it’s been historically difficult to buy programmatically,” said James Young, regional director for Australia and New Zealand at PubMatic. “With this solution, we’re removing complexity for buyers and unlocking premium live inventory that was previously out of reach.”
Advertisers have traditionally faced challenges accessing live sports inventory programmatically due to technical and strategic constraints, including limited access to real-time signals and difficulties scaling campaigns effectively. PubMatic’s Live Moment Planning aims to address these issues by enabling access to live game inventory using real-time content signals and daypart targeting, alongside a managed service model and measurement tools such as brand lift studies and performance tracking.
The company said the solution allows brands to reach audiences during key moments in live sports, improve efficiency by reducing media waste, and measure outcomes through metrics such as return on ad spend and brand impact.
“This solution is a game-changer for programmatic buyers looking to make live sports a meaningful part of their media mix,” said Daniella Kenney, head of programmatic at Foxtel Media. “It ensures that premium live sports moments, including those on Kayo SPORTS, are accessible and optimised for performance.”
The offering is now available to advertisers and agencies in Australia, with packages for NRL and AFL already live. Additional winter sports are expected to be added throughout the season.
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