PubMatic Launches AI-Powered Live Sports Marketplace with Real-Time Game Moment Curation, FanServ Joins as Premier Partner
PubMatic (Nasdaq: PUBM) has launched an AI-powered Live Sports Marketplace that enables real-time targeting of specific game moments across streaming platforms. The platform debuts with FanServ as premier partner, providing access to premium NBA, WNBA, MLB, NHL, and National Women's Soccer League inventory.
The launch comes amid significant growth in PubMatic's sports advertising business, which has more than tripled in the first half of 2025 compared to 2024. The marketplace provides unified access to major publishers including MLB, FuboTV, DirecTV, Spectrum Reach, and Roku, offering comprehensive sports content across major leagues and alternative sports.
The platform features proprietary AI technology that enables event-level precision targeting, dynamic scheduling, real-time packaging, and expert management of live viewership spikes. This addresses key industry challenges including fragmented streaming, under-monetized inventory, and limited targeting precision across live events.
PubMatic (Nasdaq: PUBM) ha lanciato un Marketplace di Sport Live basato sull'intelligenza artificiale, che consente il targeting in tempo reale di momenti specifici delle partite su piattaforme di streaming. La piattaforma debutta con FanServ come partner principale, offrendo accesso a contenuti premium di NBA, WNBA, MLB, NHL e National Women's Soccer League.
Il lancio arriva in un contesto di crescita significativa del business pubblicitario sportivo di PubMatic, che nel primo semestre del 2025 è più che triplicato rispetto al 2024. Il marketplace offre accesso unificato ai principali editori come MLB, FuboTV, DirecTV, Spectrum Reach e Roku, garantendo contenuti sportivi completi di grandi leghe e sport alternativi.
La piattaforma utilizza una tecnologia AI proprietaria che permette un targeting preciso a livello di evento, programmazione dinamica, confezionamento in tempo reale e gestione esperta dei picchi di audience live. Questo risolve sfide chiave del settore come lo streaming frammentato, l'inventario sottoutilizzato e la limitata precisione nel targeting durante eventi live.
PubMatic (Nasdaq: PUBM) ha lanzado un Mercado de Deportes en Vivo impulsado por IA que permite la segmentación en tiempo real de momentos específicos de los partidos en plataformas de streaming. La plataforma debuta con FanServ como socio principal, proporcionando acceso a contenido premium de NBA, WNBA, MLB, NHL y la National Women's Soccer League.
El lanzamiento se produce en medio de un crecimiento significativo en el negocio publicitario deportivo de PubMatic, que se ha más que triplicado en el primer semestre de 2025 en comparación con 2024. El mercado ofrece acceso unificado a grandes editores como MLB, FuboTV, DirecTV, Spectrum Reach y Roku, ofreciendo contenido deportivo integral de las principales ligas y deportes alternativos.
La plataforma cuenta con una tecnología de IA propietaria que permite una segmentación precisa a nivel de evento, programación dinámica, empaquetado en tiempo real y gestión experta de picos de audiencia en vivo. Esto aborda desafíos clave de la industria como la transmisión fragmentada, inventario poco monetizado y precisión limitada en la segmentación durante eventos en vivo.
PubMatic (나스닥: PUBM)은 AI 기반 라이브 스포츠 마켓플레이스를 출시하여 스트리밍 플랫폼에서 특정 경기 순간을 실시간으로 타겟팅할 수 있게 했습니다. 이 플랫폼은 FanServ를 주요 파트너로 하여 NBA, WNBA, MLB, NHL, National Women's Soccer League의 프리미엄 콘텐츠에 접근할 수 있습니다.
이번 출시는 2025년 상반기 PubMatic의 스포츠 광고 사업이 2024년 대비 3배 이상 성장한 가운데 이루어졌습니다. 이 마켓플레이스는 MLB, FuboTV, DirecTV, Spectrum Reach, Roku 등 주요 퍼블리셔에 대한 통합 접근을 제공하며 주요 리그와 대체 스포츠 전반에 걸친 포괄적인 스포츠 콘텐츠를 제공합니다.
플랫폼은 이벤트 단위의 정밀 타겟팅, 동적 스케줄링, 실시간 패키징, 라이브 시청자 급증 관리에 특화된 독자적인 AI 기술을 특징으로 합니다. 이는 분산된 스트리밍, 활용도가 낮은 인벤토리, 라이브 이벤트 전반에 걸친 제한된 타겟팅 정밀도와 같은 주요 산업 과제를 해결합니다.
PubMatic (Nasdaq : PUBM) a lancé une place de marché sportive en direct alimentée par l'IA, permettant un ciblage en temps réel de moments précis des matchs sur les plateformes de streaming. La plateforme fait ses débuts avec FanServ comme partenaire principal, offrant un accès à des contenus premium de la NBA, WNBA, MLB, NHL et de la National Women's Soccer League.
Ce lancement intervient dans un contexte de croissance significative de l'activité publicitaire sportive de PubMatic, qui a plus que triplé au premier semestre 2025 par rapport à 2024. La place de marché offre un accès unifié aux principaux éditeurs tels que MLB, FuboTV, DirecTV, Spectrum Reach et Roku, proposant un contenu sportif complet couvrant les grandes ligues et les sports alternatifs.
La plateforme intègre une technologie IA propriétaire permettant un ciblage précis au niveau des événements, une planification dynamique, un packaging en temps réel et une gestion experte des pics d’audience en direct. Cela répond aux principaux défis de l’industrie, notamment le streaming fragmenté, un inventaire sous-monetisé et une précision limitée du ciblage lors des événements en direct.
PubMatic (Nasdaq: PUBM) hat einen KI-gestützten Live-Sport-Marktplatz gestartet, der eine Echtzeit-Zielgruppenansprache für spezifische Spielmomente auf Streaming-Plattformen ermöglicht. Die Plattform startet mit FanServ als erstem Partner und bietet Zugang zu Premium-Inhalten der NBA, WNBA, MLB, NHL und der National Women's Soccer League.
Der Start erfolgt vor dem Hintergrund eines signifikanten Wachstums im Sportwerbegeschäft von PubMatic, das sich im ersten Halbjahr 2025 im Vergleich zu 2024 mehr als verdreifacht hat. Der Marktplatz bietet einen einheitlichen Zugang zu großen Publishern wie MLB, FuboTV, DirecTV, Spectrum Reach und Roku und stellt umfassende Sportinhalte aus den wichtigsten Ligen und alternativen Sportarten bereit.
Die Plattform verfügt über eine proprietäre KI-Technologie, die präzises Targeting auf Ereignisebene, dynamische Planung, Echtzeit-Paketierung und professionelle Verwaltung von Live-Zuschaueranstiegen ermöglicht. Damit werden zentrale Herausforderungen der Branche adressiert, darunter fragmentiertes Streaming, untergenutzte Inventare und begrenzte Zielgenauigkeit bei Live-Events.
- Live sports activity has more than tripled in first half of 2025 vs 2024
- Platform provides access to premium inventory across major sports leagues
- Proprietary AI technology enables real-time targeting and event-level precision
- Addresses critical industry pain points in sports advertising
- Positioned to capitalize on growing digital sports viewership (114.1M projected viewers in 2025)
- Platform is in early stages with only one premier partner announced
- Success depends on adoption by advertisers and additional publishing partners
Insights
PubMatic's new AI sports marketplace could significantly boost revenue by capitalizing on explosive growth in digital sports viewership.
PubMatic's launch of its AI-powered Live Sports Marketplace represents a strategic expansion in the high-value sports advertising segment. The platform's ability to target specific game moments in real-time addresses a critical inefficiency in the current programmatic sports advertising ecosystem, where advertisers struggle to distinguish between high and low-engagement moments.
The company's reporting that live sports activity has more than tripled in the first half of 2025 compared to 2024 is particularly noteworthy. Even more impressive, PubMatic has already exceeded its entire 2024 live sports activity in just six months, positioning it to more than double last year's performance. This accelerating growth trajectory suggests the company is capturing significant market share in a rapidly expanding segment.
The partnership with FanServ provides immediate access to premium inventory across major leagues (NBA, WNBA, MLB, NHL, NWSL), including exclusive local programming for several MLB teams. This alliance, combined with existing relationships with major publishers like MLB, FuboTV, DirecTV, and Roku, gives PubMatic comprehensive coverage across the sports ecosystem.
The technology's differentiators appear substantial: event-level precision targeting, dynamic scheduling with real-time packaging, and infrastructure capable of managing unpredictable viewership spikes. These capabilities address persistent pain points in sports advertising, particularly the challenge of monetizing high-value moments across fragmented streaming platforms.
With eMarketer projecting 114.1 million digital sports viewers in 2025 (compared to 82 million via traditional TV), PubMatic is positioning itself at the intersection of two powerful trends: the migration of sports viewership to streaming platforms and advertisers' increasing demand for precision targeting. The timing of this launch appears strategically sound, as it coincides with a fundamental shift in how sports content is consumed and monetized.
Capitalizing on an Exponential Increase in Demand, the Marketplace delivers up-to-the-minute inventory access and curation capabilities
REDWOOD CITY, Calif., July 17, 2025 (GLOBE NEWSWIRE) -- PubMatic (Nasdaq: PUBM), the independent technology company delivering digital advertising's supply chain of the future, today launched an AI-powered Live Sports Marketplace that enables advertisers to target specific game moments across streaming platforms in real-time. This breakthrough proprietary technology analyzes live game data, offering granular event-level curation and real-time access to premium live sports ad inventory.
The Live Sports Marketplace launches with FanServ as its premier partner, providing immediate access to premium NBA, WNBA, MLB, NHL and National Women’s Soccer League inventory, including exclusive local programming for the Minnesota Twins, Colorado Rockies, and Cleveland Guardians. This partnership is a pivotal step in unifying and expanding access to premium live sports inventory across the digital ecosystem.
“FanServ was built by fans, for fans, and now, with PubMatic, we’re redefining how brands reach and engage fans through programmatic sports advertising. This partnership is about more than just access, it’s about precision and possibility,” stated Brad Friedman, CEO of FanServ. “By combining FanServ’s deep sports expertise with PubMatic’s unique event-level curation, we’re empowering brands to connect meaningfully at the exact moments that matter most, across every platform they love,” added Ben Goodfriend, VP of Demand Partnerships.
The Live Sports Marketplace launches with substantial momentum, building on PubMatic's sports advertising business where live sports activity has more than tripled in the first half of 2025 compared to the same period in 2024. The company exceeded its entire 2024 live sports activity in just the first six months of 2025, positioning it to more than double last year's performance and demonstrating explosive market demand for precision-targeted live sports solutions. Beyond FanServ's premium inventory, the marketplace provides unified access to major publishers including MLB, FuboTV, DirecTV, Spectrum Reach, and Roku, and covers comprehensive sports content from major leagues (MLB, NBA & WNBA, NHL, MLS) to alternative sports (surfing, pickleball, MMA, FIFA, NASCAR & F1, tennis, golf, cricket) and NCAA college athletics. The company has recently monetized CTV inventory for the official FIFA Club World Cup, which took place from June 19 to July 17.
Currently, traditional programmatic sports buying often fails to distinguish between low- and high-engagement moments, leading to wasted impressions during less impactful periods, such as commercial breaks in lopsided games, while missing opportunities to reach audiences during the most valuable, high-attention moments. The marketplace addresses these and other critical pain points, including fragmented streaming and under-monetized inventory, limited targeted precision across live events, and the technical complexities of managing unpredictable viewership spikes and behaviors. The Live Sports Marketplace enables advertisers and publishers to unlock the full value of live sports audiences through:
- Industry-First Event- and Channel-Level Precision: PubMatic’s proprietary AI enables advertisers to target specific games, teams, or even high-impact moments, across a fragmented streaming landscape, maximizing relevance and engagement for every campaign.
- Dynamic Scheduling & Real-Time Packaging: By importing and analyzing live TV schedules from all partners, the marketplace uses up-to-the-minute sports schedules, ensuring brands can target the right moments as they happen across all publishers.
- Expert Management of Live Spikes: PubMatic’s owned-and-operated infrastructure can expertly manage unpredictable spikes in live viewership, with the potential for separate endpoints for DSPs dedicated to live sports, ensuring seamless, reliable ad delivery at scale, even during the most high-demand moments.
- Scalability and Automation Roadmap: The platform is designed to provide both immediate manual flexibility and future automation, supporting scalable, automated deal creation and reporting. This ensures that both buyers and sellers can benefit from streamlined workflows and real-time insights as the market evolves.
“This revolutionary technology and premium partnership with FanServ transforms fragmented live sports inventory into programmatically accessible, of-the-moment opportunities, setting a new standard for precision and impact in digital sports advertising,” stated Nicole Scaglione, VP of CTV and Online Video at PubMatic.
According to eMarketer, 114.1 million people are projected to watch live sports digitally in 2025, compared to 82.0 million via traditional TV. As audiences migrate to streaming and connected devices, there is a real need for real-time, precise, and scalable ad delivery during unpredictable, high-attention moments. With the Live Sports Marketplace, PubMatic delivers the precision, speed and reliability advertisers need to succeed.
To learn more about the Live Sports Marketplace and how it can elevate your live digital advertising strategy, please visit www.pubmatic.com/live-sports
About Fanserv:
Fanserv pairs the power of sports with the promise of digital by unifying inventory, enabling granular targeting, and providing unparalleled analytics. As the exclusive monetization partner for premiere teams, leagues, and federations, Fanserv delivers seamless monetization solutions purpose-built for live sports.
About PubMatic:
PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.
Press Contact:
Ashley Jacobson, Director of Corporate Marketing, press@pubmatic.com
Broadsheet Communications for PubMatic, pubmaticteam@broadsheetcomms.com
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