Strategus and PubMatic have expanded their partnership to improve CTV advertising across live sports and premium streaming platforms. The collaboration will help advertisers reach relevant audiences through PubMatic’s unified advertising platform.
The partnership is a collaboration of PubMatic’s premium publishers and its AI-enabled Live Sports Marketplace. The sell-side decisioning and transparent reporting are also part of this partnership, whereas Strategus provides expertise on campaign planning, implementation, optimization, attribution, and measurement.
Combined, these features offer advertisers more control of their campaigns related to sports. Advertisers are able to launch campaigns on live games and premium streams. Moreover, advertisers can choose particular sports, leagues, teams, regions, and even game schedules.
In addition to this, the relationship also facilitates Designated Market Area and ZIP-level targeting, depending on available inventory. In addition to this, advertising companies have the facility to promote their campaign through various types of sports, including sports analysis, highlights, sports news, and pregame coverage.
Advertisers can access program-level and placement-level reports for better campaign transparency. Consequently, this approach offers greater flexibility than traditional sports advertising campaigns.
Bringing Major Sports Events to Local Audiences
Strategus has already applied this approach through a campaign with PubMatic and MayoSeitz Media. The partners helped Citadel Credit Union increase brand visibility across Pennsylvania. The campaign focused on local and regional markets surrounding the 2026 FIFA World Cup.
PubMatic supported time-sensitive deal requirements across Strategus’s localized World Cup campaigns. Its ZIP-level and team-name targeting capabilities also influenced Strategus’s partnership decision.
“Brands of every size are looking for more precise, accountable ways to show up in the cultural moments, including sports, that matter most to their customers,” said Chrystal Rinkle, Vice President of Operations at Strategus. “Through PubMatic, advertisers can align campaigns with the games, markets and audiences most relevant to their business objectives. That capability is particularly valuable for challenger brands and SMBs seeking to access premium CTV, a channel that has historically been difficult to activate at scale.”
Growing Opportunities in Live Sports Streaming
According to EMARKETER’s US Sports Time Spent 2026, nearly three-fourths of US live sports viewers will watch digitally in 2026. Therefore, streaming continues to create new opportunities for advertisers.
PubMatic and Strategus combine verified event intelligence with premium publisher access. Additionally, their partnership supports cross-device activation and managed campaign execution. These capabilities help brands reach fans before, during, and after major sporting events.
“PubMatic’s unified platform connects the publishers, data, and activation capabilities needed to turn fragmented sports opportunities into transparent, actionable campaigns,” said Nicole Scaglione, VP of CTV/OTT, PubMatic. “Together with Strategus, we are making that intelligence available to more advertisers and creating new ways for brands to connect with the fans and moments that matter.”
Brands and agencies can explore PubMatic’s advertising solutions or connect with Strategus experts. They can discuss campaign planning, activation, and measurement opportunities.
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News Source: Businesswire.com
