Monday, December 11, 2023

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    ‘Start making more from the inventory we can’t sell’: DAZN is quietly ramping up its programmatic ads business

    DAZN, the sports streaming giant, has hit a major milestone that’s pretty common in the media world: turning programmatic ad dollars into serious cash. 

    It’s been an 18-month journey, and now, more than a third (35%) of its ad revenue in its most mature market (Germany) is rolling in from programmatic ad advertising  But here’s the catch — buyers can only access this ad inventory through programmatic guaranteed deals or exclusive one-to-one private marketplace arrangements. 

    Picture it as a more automated way to sell ads in between live shows compared to the old-school insertion orders, but with a whole lot more data (from their customers) thrown into the mix.

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