Every time the Olympics come around, all of my clients are asking about how to get in without being a ring holder because of the massive investment that comes along with it," said Ronnie Beach, U.S. sports lead at Wavemaker Sports.
Peacock is set to carry the entire Olympic schedule - over 5,000 hours of live sports - and ads running against that coverage will all be available to buy programmatically.
NBCU has already surpassed its digital advertising revenue record on Olympics inventory, bringing in $350 million from new advertisers, potentially influenced by programmatic buying.
It's bringing in a whole new set of advertisers," said Verna De Jesus, vp of CTV, audio and publishers for The Trade Desk.
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