Live sports remains the biggest and most valuable appointment-to-view media in TV. However, its digitisation brings challenges and opportunities for monetisation. Drawing on BCG industry research, this session will dissect how Google Ad Manager is overcoming technical hurdles like capacity and inventory volatility to help broadcasters transition to programmatic, digital-first strategies. This enables broadcast-quality ad experiences with the precision and targeting critical for unlocking billions in new revenue.

This session will culminate in a fireside chat and case study video featuring DAZN, a global leader in sports streaming, detailing how their partnership with Google is helping them execute a premium sports monetisation strategy that seamlessly combines the massive scale of live TV with the enhanced targeting and measurement capabilities of digital, moving truly "Beyond the Paywall”.