What brands are paying to advertise around the World Cup

This story was first published by Digiday siblings Glossy and Modern Retail.

The 2026 FIFA World Cup kicks off today and will continue until July 19, with matches held in 16 cities across the U.S., Mexico and Canada. 

The event is set to surpass previous viewership records, with an estimated 6 billion global tournament viewers and 1.5 billion predicted to watch the final, according to FIFA. Around a third of Americans plan to tune in, according to a May YouGov survey.

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OpenAI’s ChatGPT ads get its first conversion API partner in LiveRamp

OpenAI’s speed dating tour of ad tech has a new match: LiveRamp.

The data matching firm — and potentially Publicis-owned — is the first independent ad tech company to pipe conversion data into OpenAI’s conversion API. Brands could do it directly before but not via an intermediary.

Unlike other deals of this ilk, this one is tightly scoped. It’s U.S.-only for now, with Europe close behind, and limited to select mutual clients of OpenAI and LiveRamp. For those advertisers who qualify, it lets them connect what happens in the chatbot to what gets bought in the real world for the first time. Eventually, that will expand to clicks, giving marketers independent verification of which ads people actually engaged with inside the app.

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