Author: Google Ad Manager

Shane Peros, managing director of Global Media, Entertainment & Distribution, Google

Forget the old appointment TV model. Live events have officially migrated from traditional cable to streaming platforms, giving viewers the freedom to watch what they want, where they want, on any device. This isn’t just a lifestyle change; it’s a fundamental shift that’s changing the connected TV ecosystem. Publishers are now on the hook to deliver a smooth, reliable ad experience to massive, simultaneous global audiences. The only way to hit that kind of scale? Programmatic advertising.

Estimates from BCG and Google suggest that a massive $4 billion in new ad spend will flood into programmatic live CTV globally by 2028. Live content, whether it’s a major sporting event or a breaking news story, is truly borderless, drawing millions of eyes from every corner of the world. To monetize that global audience, publishers need a monetization stack that is equally global and sophisticated.

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The creator economy’s massive growth has led to a rise in IRL creator events as brands look for more ways to reach their large, hyper-engaged fanbases. But these events are no longer just brand activations; they’re becoming a key part of how creators build and position their own brands.

Whether they’re putting on massive stadium shows, conducting meet-and-greets at branded pop-ups, or working a shift at a local shop, creators are increasingly using in-person events to engage with and own their audiences off of social media platforms.

“It’s about curating moments that get talked about on-screen, offline, and that stick in our memory bank for years,” said Brooke Berry, head of creator development at Snap. 

Those special, off-platform moments are why companies like Snapchat started holding IRL workshops called “Snap School” to not only teach creators how to thrive on the platform, but how to build relationships off-platform, as well. 

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