Google Opens Olympics to CTV Bids

Advertisers now have the opportunity to purchase premium live sports inventory programmatically. This approach combines the ability to reach vast audiences with improved control over frequency and cross-device measurement. Live sports advertising is becoming both more accessible and more measurable for brands than ever before.

The recent update comes as Google introduces new biddable live sports capabilities within Display & Video 360. Among these features is programmatic access to NBCUniversal’s Olympic Winter Games inventory. This comes ahead of what promises to be a busy 2026 global sports calendar, filled with major events attracting millions of viewers.

Live sports remain one of the most reliable ways to engage attentive audiences. Unlike other media environments, sports consistently draw viewers who are highly engaged with the content, making them an attractive proposition for advertisers looking to make an impact.

By offering premium sports inventory through biddable connected TV (CTV), Google provides advertisers with greater control over how and where their campaigns appear. This ensures campaigns can be measured more effectively while maintaining broad audience reach.

One of the key benefits of the new offering is the ability to combine Google audience signals with NBCUniversal’s live sports CTV inventory. This allows advertisers to target fans directly on the big screen while also re-engaging them across YouTube and other Google platforms.

Frequency management has also been enhanced. Household-level signals are now used to limit overexposure, ensuring viewers are not repeatedly shown the same ad. This creates a more seamless and enjoyable viewing experience while improving the efficiency of advertising spend.

Google’s AI-powered conversion tracking plays a vital role in linking CTV impressions to subsequent purchases. By tracking the path from ad exposure to consumer action, advertisers gain clearer insight into campaign performance, all at no additional cost.

The process of accessing live sports inventory has been simplified through a redesigned Marketplace. Advertisers can now activate curated sports packages with just a few clicks, eliminating the need to navigate fragmented media buys and complex agreements.

For marketers, this streamlined process reduces the time and effort involved in campaign planning. They can focus on strategy and creative execution, confident that their ads are reaching the right audiences in the right contexts.

The expansion of biddable live sports advertising comes at a time when audience behaviour is shifting. Viewers now move fluidly between connected TV, YouTube, search results, and social feeds, making it crucial for advertisers to follow attention across screens.

Google is positioning Display & Video 360 as a central hub to connect these moments. From living rooms to mobile devices, the platform helps advertisers maintain continuity and relevance across multiple screens and devices.

The integration of premium Olympic and live sports inventory is particularly significant. It allows advertisers to engage with some of the largest global audiences in a more controlled and measurable way than traditional approaches.

Brands now have the ability to achieve greater precision in their campaigns. By leveraging Google’s audience signals, AI tracking, and cross-device management, marketers can optimise ad delivery and measure effectiveness more accurately.

In addition, the new tools enhance accountability. Advertisers can clearly track how and where their campaigns are performing, linking impressions directly to consumer actions and purchase behaviour.

Overall, by unlocking premium live sports inventory in Display & Video 360, Google is making sports advertising simpler to buy, easier to measure, and more accountable. This empowers brands to run more effective campaigns while reaching highly engaged audiences across multiple screens.