Foxtel & PubMatic debut programmatic live sport ads
Foxtel Media has partnered with PubMatic to launch Live Moment Planning, a programmatic advertising product for live sport on Kayo Sports.
The product packages ad inventory around specific live games and time windows, targeting winter sports streams such as National Rugby League and Australian Football League matches.
Streaming platforms are taking a larger share of premium live sport viewing in Australia, while ad buyers are pushing for more automated access to those audiences. Programmatic buying is standard across many digital channels, but live sport has been harder to trade this way because of timing, pacing and signal quality issues.
Live game buying
Live Moment Planning uses real-time content signals and daypart targeting, with curated inventory packages built around live games. Foxtel Media sells the inventory for Kayo Sports, while PubMatic provides delivery and workflow through its media platform.
The companies say the product addresses operational friction in live sports buying. Buyers can hit audience caps early in a campaign and lose reach during the highest-viewed moments, or rely on signals that don't match what's happening in the game.
"As we enter the busiest time of year for advertisers, live sport is one of the most powerful environments for brands, but it's been historically difficult to buy programmatically," said James Young, Regional Director, Australia and New Zealand at PubMatic. "With this partnership, we're removing complexity for buyers and unlocking premium live inventory that was previously out of reach."
The service is offered as a managed option rather than a self-serve tool, which the companies say reduces the need for separate technical work by advertisers and agencies.
Measurement focus
The package includes performance tracking and an option for brand lift studies. Advertisers can measure return on ad spend alongside brand-impact metrics, depending on campaign setup.
The launch coincides with the start of the NRL and AFL seasons, a period that typically attracts major spending from categories including betting, automotive, retail and consumer goods. Kayo Sports carries live and on-demand coverage across multiple codes, and Foxtel Media sells advertising across Foxtel's subscription and streaming assets.
"This partnership is a game-changer for buyers looking to make live sports a meaningful part of their programmatic media mix," said Daniella Kenney, Head of Programmatic at Foxtel Media. "Together with PubMatic, we're ensuring our live sports inventory is not only premium, but fully accessible and performance ready."
Live Moment Planning is available now to brands and agencies in Australia. NRL and AFL packages are live, with additional winter sports codes to be added during the season.
The partnership emphasises time-targeted buying around key matches and in-game moments, as broadcasters and streamers look for new ways to sell high-attention inventory with greater automation and clearer measurement.