Paramount+ unlocks programmatic ads in live sports
Paramount rolls out real-time programmatic buying for UFC, unlocking new live-sports opportunities for marketers
Streaming giant Paramount just gave marketers a new inroad into live sports with real-time programmatic ads.
The company announced it is now offering guaranteed, in-game programmatic ad placements during premium live sports events. The initiative launches with UFC 324: Gaethje vs. Pimblett, the promotion’s highly anticipated debut on Paramount+ on January 24. According to Paramount, this is the first time advertisers can buy into Paramount+ sports content programmatically with guaranteed, real-time placement.
For marketers, the move signals a turning point. As streaming platforms lean further into automation and precision, programmatic is entering previously restricted territory: live moments that command massive, time-sensitive viewership. This article breaks down what Paramount’s new ad play means for digital advertisers, the media buying ecosystem, and how brands can prepare.
Short on time?
Here’s a table of contents for quick access:
- What’s new: Programmatic meets live sports on Paramount+
- How Paramount’s ad structure works
- Why this matters for marketers
- Strategic tips for marketers entering live sports programmatic
Patrecia Meliana
Programmatic meets live sports on Paramount+
Advertisers can now access premium live sporting moments on Paramount+ through real-time programmatic buying. The new offering begins with UFC and includes biddable ad inventory for all numbered event prelims and Fight Nights in the U.S., available through a private marketplace.
To power this, Paramount has partnered with Amazon DSP, Google Display & Video 360, The Trade Desk, and Yahoo DSP. These integrations allow brands to dynamically bid on ad inventory and reach viewers as the action unfolds.
Meanwhile, the main cards of UFC numbered events remain fixed. These are only available through Paramount’s Streaming Fixed Units, which are sold directly to advertisers.
How Paramount's ad structure works
Paramount’s programmatic expansion builds on its existing Streaming Fixed Units. These units reserve high-impact slots, such as within the first seven days of a new series premiere like Landman or Tulsa King.
With the UFC rollout, marketers now have two clear lanes:
- Streaming Fixed Units: Reserved inventory for key moments, sold directly.
- Programmatic Live Ads: Real-time bidding inventory for live events, offered through private marketplace DSPs.
Jay Askinasi, Chief Revenue Officer at Paramount, says this move reflects the company’s commitment to media modernization by helping advertisers show up during “the biggest and buzziest moments of scaled audience attention.”
Why this matters for marketers
Bringing programmatic capabilities into live sports unlocks a new level of targeting and flexibility. Here’s why this is a strategic move worth your attention:
- Speed meets scale
Brands can now respond to real-time moments during live broadcasts without having to pre-buy months in advance. This is crucial for agile campaigns tied to game outcomes or cultural buzz.
- Guaranteed placement without traditional lock-in
This approach brings predictability to programmatic ads, offering guaranteed slots while maintaining flexibility. That is a rarity in high-stakes live environments.
- Reach high-engagement audiences
UFC’s U.S. viewership skews younger and mobile-first. Tapping into these live moments could help marketers capture hard-to-reach segments that are tuned out of linear TV.
Other premium publishers have already moved in this direction. NBCUniversal brought programmatic ads to the Olympics in 2024. Disney and Prime Video are also expanding biddable live ad formats. Paramount’s addition shows this trend is here to stay.
What marketers should know
Here are five key takeaways to help you navigate Paramount’s latest programmatic offering:
1. Know your inventory types
Live sports are now split between Streaming Fixed Units and biddable slots. Understand which format fits your brand objectives and creative assets.
2. Adapt creative for the moment
Programmatic ads that run during live fights or matches need contextually relevant messaging. Plan for dynamic creative that aligns with real-time action.
3. Optimize across DSPs
With Amazon DSP, DV360, The Trade Desk, and Yahoo in play, test different platforms to see where your campaign gets the best return on investment.
4. Think beyond UFC
This is likely a pilot for broader rollouts. If UFC inventory performs well, expect future access across other Paramount+ sports properties. Get in early and learn what works.
5. Bundle campaigns for broader reach
Pair live sports buys with streaming content across Pluto TV or other Paramount properties to build frequency and retarget engaged audiences post-event.
As the ad industry pushes further into digital-first experiences, live sports are finally catching up. Paramount’s new offering bridges traditional reach with digital flexibility, giving marketers a rare chance to act in real time without sacrificing control.
For those building 2026 media plans, it is worth reassessing your approach to live content. If your campaigns are built for speed, relevance, and precision, this new programmatic path could unlock serious value.
