Category: In the News

Live sports could be described as one of the last bastions of live television. With so many eyeballs in one place at one time, marketers are desperate to embed their brands — especially in women’s sports. 

Ally Bank’s chief marketing and PR officer Andrea Brimmer is one of those marketers. Back in 2022, the bank announced its five-year goal to reach parity in ad spend across men and women’s sports media. This year, Ally claims it met that pledge, but Brimmer did not provide specific spend figures.

Sponsorships have become table stakes as the arena gets more crowded. Women’s sports impressions grew last year, and ad spend rose 69%, according to a recent WPP report. P&G this year struck a multi-year, multi-brand partnership with Women’s National Basketball Association (WNBA). Last year, Publicis Sports created a dedicated women’s sports unit.

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Joseph Meehan, Chief Exchange and Supply Officer, Seedtag

Programmatic buying has long relied on a combination of identity-based and contextual signals to guide decisions. Identity has been central to that model, particularly as first-party data strategies have matured and deterministic approaches have become more widely adopted. Contextual signals have also been part of the mix, but they have often been applied more narrowly, supporting brand safety, suitability or filling gaps where identity is not available.

That division of roles has worked, but it has also limited how contextual data is used. In many cases, it has been applied at a high level, grouping content into broad categories that are easy to manage but not always precise enough to reflect what is actually happening in the moment. As a result, buyers and sellers are often making decisions based on signals that only tell part of the story.

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