StackAdapt , the leading AI advertising and orchestration platform, announced the launch of its dedicated Live Events campaign workflow designed to help advertisers activate and manage CTV campaigns during live sports moments. The new workflow introduces a centralized planning hub, a dedicated campaign subtype, and enhanced pacing and frequency controls tailored for the short, high-demand event windows that define live sports advertising.

As more broadcasters and streaming platforms introduce programmatic access to live sports, advertisers have new opportunities to reach audiences during premium live moments. At the same time, audience demand continues to grow as sports viewership shifts from linear television to streaming environments. Digital live sports viewership in the U.S. is projected to grow from 114.5 million viewers in 2025 to more than 137 million by 2029, reaching nearly 40% of the population, according to EMARKETER. Major global events like the 2026 FIFA World Cup are expected to accelerate this trend further, creating powerful opportunities for brands to reach highly engaged audiences in real time.

Yet traditional CTV campaign workflows are designed for always-on delivery models, making it difficult to manage the sudden demand spikes, pacing constraints, and inventory coordination required during live events. StackAdapt’s Live Events campaign workflow addresses these challenges with a purpose-built solution designed specifically for live sports advertising within CTV, making premium live sports inventory more accessible to advertisers.

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Key benefits include:

• Purpose-Built Live Events Workflow: Advertisers can launch campaigns using a dedicated Live Events campaign subtype designed specifically for live sports activation.
• Simplified Event-Based Planning: A centralized inventory hub and integrated calendar allow advertisers to discover upcoming sports moments and align campaigns with specific events.
• Pacing For High Demand Moments: Pacing settings to ensure campaigns spend effectively during unpredictable traffic spikes.
• Protect the Viewer Experience: Frequency controls to ensure ads don’t appear on repeat, creating a poor brand experience and ad fatigue.
• Greater Transparency into Performance: Package-level reporting and improved delivery visibility provide clearer insights into live sports campaign performance.
• Access to Premium Live Sports Inventory: Advertisers can activate campaigns across premium broadcast and streaming partners without rigid spend minimums or complex planning requirements.

“Premium live events have become one of the most valuable environments in streaming, but it’s also one of the most operationally challenging for advertisers to execute effectively,” said Greg Joseph, VP of Inventory Development at StackAdapt. “With a dedicated Live Events workflow, advertisers gain a simpler and more reliable way to plan and activate campaigns around major sports moments while maintaining full visibility and control over pacing and performance.”

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StackAdapt’s Live Events campaign workflow is designed specifically for the operational realities of live sports, combining event discovery, event-based pacing controls, and transparent reporting within a single interface. The platform’s infrastructure also supports the high-concurrency traffic environments live sports generate, helping ensure reliable campaign delivery during periods of intense demand.

“Live sports has always been high impact but difficult to execute,” said Sarah VanLandingham, Associate Director, Media Strategy at Silverback Strategies. “With StackAdapt’s dedicated Live Events workflow, we finally have more confidence in how our campaigns will pace and perform during critical moments. The added transparency and controls make it easier to activate around premium inventory without overcomplicating our setup.”