Paramount Skydance (PSKY) said Wednesday that it is introducing live, in-game programmatic buying for select commercial ad units within marquee sporting events, starting with UFC's debut event on Paramount+ on Saturday.
The company said it will offer a private marketplace, biddable ad inventory for UFC's full slate of numbered events preliminaries and fight nights in the US.
Additionally, advertisers can also continue activate campaigns spanning Paramount's digital portfolio of sports programming through Paramount Streaming content bundles, the company said.
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