We explore ways to make even better use of live sports to power brand and performance marketing objectives. What are the best ways to generate activation, and what role could sport play in driving commerce engines or shoppable TV directly? This panel explores ad product and format innovation (like dynamic placement during high or low action moments). What non-interruptive placements could expand inventory and become mainstream? Can programmatic attract new money to premium sports and TV, and does biddable create incremental demand beyond Programmatic Guaranteed? How can smaller advertisers use premium sport, with targeting? We want to know how much sport buyers need, and if there is a danger that expanded sports coverage cannibalises the rest of the premium video plan.