For decades, live sports has defined appointment viewing, unmissable and high-stakes, yet often siloed from the digital ecosystem. That is changing. Join Inderpreet Sandhu as we explore how programmatic pipes are integrating into Live Sports and Hybrid TV. We’ll dive into how AI-driven signals and programmatic ads in live are transforming the CTV landscape, allowing advertisers to drive measurable business outcomes without losing the magic of the live moment.