Category: In the News

The rise of the “agentic era” of the digital media industry has prompted many to pose existential questions about ad tech companies, with experts arguing that they must evolve or die. As a result, many are attempting to redefine themselves.

In part, this is because demand-side and supply-side platforms are converging, a trend compounded by the emergence of agentic technologies, which question the need for some of the ad tech foundational standards, such as OpenRTB. 

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Yahoo launched a sports business content hub last week, just a few weeks after The Wall Street Journal and its parent company Dow Jones announced they would debut a vertical focused on the sports economy this summer.

These verticals spotlight the economics behind sports, such as sports media rights negotiations, investment in sports, ownership structures, valuations and betting and prediction markets. Though niche publishers like Front Office Sports and Sportico have covered this space for years, major news and business publishers are now investing in covering the business side of sports to try to reach a valuable audience, according to four media buyers Digiday spoke with for this story.

It may not be a complete white space, but sports business is an area where large publishers may be able to grab the attention of a professional audience interested in sports – and a new mix of advertisers, they said.

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