Programmatic is drawing more brands to this year's Winter Olympics

""We're an American heritage brand," noted Stephanie Sandkvist, head of retail media and Amazon at Groupe SEB, All-Clad's parent company. As such, the chance to run ads in front of audiences cheering on Team U.S.A. during ice hockey or ski jump events without having to invest in a sponsorship or expensive linear package was a "no brainer," she said. It's a milestone event for the business."

"Events like the Olympic Games used to be the preserve of the industry's largest advertisers. But since NBCU began allowing brands to buy Olympic ad inventory via programmatic means two years ago for the summer Paris games, one of sports media's crown jewels is accessible for brands with smaller budgets. Ad units against this year's Milan-Cortina games are available via Amazon DSP, FreeWheel, Viant, The Trade Desk, Yahoo and NBCU."

All-Clad will run advertising alongside Peacock's stream of the 2026 Winter Olympics for the first time in over 50 years of selling cookware. The campaign targets live sports audiences, such as viewers of ice hockey and ski jump, without purchasing costly sponsorships or linear packages. NBCUniversal began offering programmatic Olympic ad inventory two years ago, enabling advertisers with smaller budgets to access Games inventory. Milan-Cortina ad units are available via Amazon DSP, FreeWheel, Viant, The Trade Desk, Yahoo and NBCU. Peacock CPMs for 30-second spots range roughly from $40 (non-live) to $75 (live with targeting), with many buyers using PMPs and programmatic channels.

Read at Digiday