Paramount adds live programmatic ads to streaming sports

Paramount has expanded its streaming advertising capabilities by enabling live, in-game programmatic buying for select commercial ad units within major sporting events on Paramount+. The move allows advertisers to secure real-time, guaranteed placements during live sports programming.

The offering launches with UFC’s debut on Paramount+ on January 24, headlined by UFC 324: Gaethje vs. Pimblett. The rollout marks the first time advertisers can access guaranteed, real-time programmatic inventory across Paramount+ premium sports properties.

Live sports inventory opens to programmatic buying

The introduction of live programmatic access is designed to complement Paramount’s existing Streaming Fixed Units, which remain focused on delivering high-impact visibility around key sports moments. Together, the formats are intended to give marketers greater flexibility in how they activate against Paramount’s most in-demand sports programming.

Jay Askinasi, Chief Revenue Officer, Paramount: "This initiative underscores Paramount’s commitment to media modernization, expanding opportunities for marketers to show up during the biggest and buzziest moments of scaled audience attention. By bringing guaranteed positions to the streaming sports stage, both directly and programmatically, we’re widening the aperture for more advertisers to tap into the passion, energy and engagement of live sports with the agility, optimization and precision of digital."

Marketplace access through major DSP partners

Paramount will make the programmatic inventory available through private marketplaces via partnerships with Amazon DSP, Google Display & Video 360, The Trade Desk and Yahoo DSP. The biddable inventory will cover UFC Numbered Events preliminaries and Fight Nights in the United States.

Main cards for all UFC Numbered Events will continue to be sold exclusively as Streaming Fixed Units, maintaining a premium, reserved buying model for the highest-profile matchups.

Broader streaming portfolio activation

Beyond UFC, advertisers can activate campaigns across Paramount’s wider digital sports portfolio through Paramount Streaming content bundles. These bundles span programming on Paramount+ and Pluto TV, reflecting continued growth in the company’s streaming and ad-supported offerings.

The expanded buying options are positioned to give marketers more ways to align with live sports audiences while combining the scale of streaming with the precision of digital advertising.

www.paramount.com

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