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FuboTV hopes to score big with advertisers following a partnership with video ad-serving platform SpotX, announced on Tuesday.

The internet TV service, which focuses on sports, says its inventory is now available to purchase programmatically, a first for the company. Fubo previously made money off its content through subscriptions, but quietly turned on ads this past summer, when the partnership was formed.

Although rivals like Dish Network's Sling TV already made such offerings, Fubo's announcement is significant because its audience mainly watches live sports. Delivering addressable ads for live sports is far more difficult when compared to scheduled broadcasts, Andy Hammond, VP of sales at Fubo, says.

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