Affiliate Idea Factory

The World Cup is expected to create the largest sports betting market in history. That’s an opportunity for sportsbook brands looking to gain and hold market share, and for the prediction market companies hoping to disrupt them in turn.

“We’ve been planning for the World Cup for 18 months. This is easily going to be one of the biggest things we do across the course of the year,” BetMGM’s chief revenue officer Matt Prevost told Digiday.

The focus is echoed among BetMGM’s immediate rivals. DraftKings has been running an ad featuring former Mexico and Manchester United striker Javier “Chicharito” Hernández (who’s currently doing commentating duties on Fox, the World Cup’s English-language rightsholder in the U.S.). Meanwhile, Fanduel is running a spot starring former U.S. men’s player Landon Donovan. But the tournament is also a chance for prediction market platforms, namely Polymarket and Kalshi, to tempt bettors away from more established firms. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More

In the search to make advertising on streaming services less unpleasant for viewers often bombarded with the same ads in every commercial break, Omnicom Media and Disney Advertising have agreed to implement a connected TV ad solution that enables dynamic sequential storytelling across both video on demand (VOD) and live programming. The two plan to announce the partnership at Cannes Lions today. 

Digiday has learned the collaboration, which is already live in the U.S. with rollouts in Europe and Latin America later in 2026, will employ technology from ad-tech firm Innovid, which will help with adding personalization elements. Together they’ve developed a solution to replace repetitive ads with coordinated creative messages that evolve throughout a viewing session, reducing ad fatigue. 

One key element to this is the ability for Omnicom and Disney to insert the sequential messaging not only into premade entertainment, but live programming as well. “If you’re watching a game, you’re basically just sitting for three hours, and that’s where the repetition thing is really problematic,” said Joanna O’Connell, chief intelligence officer for Omnicom Media North America. According to research O’Connell and team made to understand consumer frustrations with watching streaming programming, “That’s the 61% that get really frustrated when they see the same ad, and multiple times more than four times during a single sitting. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More