Category: In the News

This State of the Industry report, sponsored by IntentIQ, explores how brands, agencies, publishers and retailers are targeting audiences and building more transparent and measurable identity strategies.

From publishers and media companies to brands and agencies, industry players are navigating a fragmented and rapidly evolving digital landscape — making identifying and targeting audiences more complex and essential than ever.

As marketers and publishers look to improve targeting capabilities, they have faced accuracy challenges with traditional IDs and strategies, as well as with ID-less environments. In response, many have turned toward alternative IDs and solutions as they seek to connect fragmented ecosystems.

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Despite their popularity in the U.S., the powers behind professional football and basketball haven’t always succeeded in overseas exports. The National Basketball Association (NBA) reportedly hopes to change that record. It’s seeking to capitalize on the spiking popularity of basketball in Europe by launching a 16-team division of the league on the Continent by 2027, spanning Rome, Milan and Athens.

In order to build a sustainable beachhead, however, the NBA will look to brands and sponsorship revenue. Which is where David Brody, vp, global partner management group lead at the NBA, comes in. He’s tasked with pitching advertisers to become regional and global partners of the NBA, offering its access to enormous audiences and the chance to sculpt the game of basketball as it evolves.

In this conversation. Brody, who is based in New York, explained the NBA’s strategy to draw in sponsors, how it’s meeting their expectations, and how it can seize the moment in Europe.

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