StackAdapt Launches Live Sports CTV Workflow to Capture Streaming Audience Surge
Event summary
- StackAdapt released a dedicated Live Events campaign workflow for CTV, specifically targeting live sports advertising.
- The workflow includes a centralized planning hub, a dedicated campaign subtype, and enhanced pacing/frequency controls.
- Digital live sports viewership in the U.S. is projected to reach 137 million viewers (nearly 40% of the population) by 2029.
- The 2026 FIFA World Cup is expected to accelerate the shift of sports viewership to streaming platforms.
- Silverback Strategies, a customer, cited increased confidence in campaign pacing and performance with the new workflow.
The big picture
The increasing shift of live sports viewership to streaming platforms, coupled with the growing demand for real-time advertising opportunities, creates a significant market opportunity. StackAdapt’s move to specialize in live sports CTV advertising addresses a critical operational gap for advertisers, who have struggled to manage the volatility of these events within existing CTV workflows. This represents a strategic bet on the continued growth of live sports streaming and StackAdapt’s ability to capture a share of that expanding market.
What we're watching
- Ad Spend
- How StackAdapt’s workflow impacts CPMs and overall ad spend within live sports CTV events, particularly as inventory becomes more fragmented.
- Competitive Response
- Whether other programmatic CTV platforms will rapidly develop similar live event workflows, potentially commoditizing the feature.
- Client Adoption
- The pace at which StackAdapt’s existing and prospective clients adopt the Live Events workflow, and its contribution to overall platform revenue growth.
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