Paramount is introducing live, in-game programmatic buying for select commercial ad units within marquee sporting events, kicking off with UFC’s highly anticipated Paramount+ debut on January 24 with UFC 324: GAETHJE vs. PIMBLETT. Designed to maximize Paramount’s biggest tentpole sports moments for marketing partners, this marks the first time advertisers can secure a real-time, guaranteed placement in Paramount+’s lineup of premium sports properties. Programmatic inventory availability will complement the success of Streaming Fixed Units to deliver high-impact visibility built around Paramount+’s most coveted sports programming. Advertisers can also continue to activate campaigns spanning Paramount’s digital portfolio of leading sports programming through Paramount Streaming content bundles, driven by the company’s accelerated momentum across Paramount+ and Pluto TV.
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