"StackAdapt beta tested a new live sports campaign workflow during the 2026 Winter Olympics, which is now generally available. The new interface allows for better setup of programmatic campaigns during live events, with granular controls for ad frequency and budget pacing."
"Buying ad inventory during live events is technically challenging due to concurrent spikes in demand, which can lead to uneven ad delivery. StackAdapt collaborates with publisher partners to anticipate QPS rates during live events to prevent overwhelming the system."
"The new workflow allows advertisers to spend more gradually, spreading ad dollars evenly during live events, rather than relying on traditional metrics like view completion or CPMs, which can throttle scale."
Live sports advertising is a major opportunity for programmatic buying, though the process remains complex. StackAdapt partnered with NBCUniversal for the 2026 Winter Olympics to test a new campaign workflow. This includes a redesigned interface for live event campaigns, offering better controls for ad frequency and budget pacing. Challenges include managing spikes in demand during live events, which can lead to uneven ad delivery. StackAdapt aims to make live event buying more accessible and efficient for advertisers by improving control over ad spend.
Read at AdExchanger
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