Paramount Brings Programmatic Ads to the Octagon

Paramount is launching live, in-game programmatic ad buying for its live sports content, kicking off with the UFC's debut on Paramount+ this Saturday. The move is a core part of the company's strategy to monetize its new seven-year, $7.7 billion rights deal for the popular combat sport.

• How it works: The new system allows advertisers to use an automated bidding process for guaranteed placements within live streams, serving more personalized commercials during breaks. Partnerships with major ad-tech players like Amazon DSP, Google’s Display & Video 360, and The Trade Desk power the offering and create a private marketplace for brands.

• The fine print: Paramount isn't going all-in on automation just yet. While programmatic bidding will be available for UFC preliminaries and Fight Nights, the company is keeping its main card events exclusive to its premium "Streaming Fixed Units" sales, reserving its most-watched slots for direct deals.

The new ad strategy is designed to help Paramount get a return on its massive $7.7 billion media rights deal for the UFC, which also moves the sport away from its long-standing pay-per-view model. With this move, Paramount joins an industry-wide push into programmatic sports advertising, following competitors like NBCUniversal and Disney.