ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Luxury consumers lose faith in the economy

Article |
 Jul 17, 2025

TikTok deepens creator tools to boost engagement, diversify content, and reach new audiences

Article |
 Jul 17, 2025

Drugmakers add lower cost, direct online pay option for Eliquis patients

Article |
 Jul 17, 2025

Drugmakers pay telehealth partners millions as part of D2C drug push

Article |
 Jul 17, 2025

Amazon’s ad business benefited from longer Prime Day

Article |
 Jul 17, 2025

7-Eleven IPO plans questioned after Circle K owner drops takeover bid

Article |
 Jul 17, 2025

Bank of America just misses revenue expectations for Q2 2025, explores stablecoins

Article |
 Jul 17, 2025

Cash App releases parental controls for P2P payments, rolls out Timothée Chalamet ad for retail payments

Article |
 Jul 17, 2025

US retail sales surged in June, defying uncertainty

Article |
 Jul 17, 2025

Mastercard ups its premium offerings with the World Legend tier

Article |
 Jul 17, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

PubMatic launches real-time sports ad marketplace

Article by Jeremy Goldman  |  Jul 17, 2025
Download
PubMatic launches real-time sports ad marketplace
Share
Topics
Programmatic Advertising
Sports
Digital Video Ad Spending
United States

The news: PubMatic launched an AI-powered Live Sports Marketplace designed to make live sports inventory more accessible, responsive, and valuable for programmatic buyers.

The platform continuously scans real-time game activity and viewership behavior, pinpointing high-engagement moments—such as a dramatic final possession in an NBA game or a tense MLB ninth inning—and uses those signals to optimize ad delivery timing.

The marketplace is supported by a slate of high-profile partners, including FanServ (representing leagues like the NBA, WNBA, MLB, NHL, and the National Women’s Soccer League) as well as publishers and platforms such as MLB, FuboTV, DirecTV, Spectrum Reach, and Roku.

You've read 0 of 2 free articles this month.

Create an account for uninterrupted access to select articles.
Create a Free Account