• by Wayne Friedman , May 5, 2025

Google now says brands can buy ads during live programming -- like ‘NFL Sunday Ticket’ and other live sports on YouTube, and other video platforms -- through its demand-side platform, Digital & Video 360.

“That means live access to every live championship across every single sport you can imagine -- basketball, tennis, baseball, hockey -- and my favorite -- soccer,” says Marta Martinez, managing director for Google Marketing Platforms, Americas, during the company’s presentation at the IAB’s NewFronts.

The move by Google’s DV360 follows that of other major video platforms' efforts around live sports including The Trade Desk, which started allowing brands to buy live advertising sports inventory earlier this year, in January 2025, through a deal with Walt Disney.

Other DSPs also sell live sports ad inventory including Yahoo DSP, which started up with live access earlier this year. It also includes Amazon DSP, which sells NFL, and other sports programming on Prime Video and Amazon Freevee.

Brands can already purchase advertising inventory during live NFL games on both Peacock and Paramount+. Both Peacock and Paramount+ also have interactive and shoppable ads during live sports events.

Last year, Walmart and NBCUniversal partnered to offer shoppable ads on Peacock for the NFL, starting with the Thanksgiving game.

Viewers could see ads from Walmart products during live NFL programming -- and make purchases through a QR code or by browsing a product carousel on their remotes.

“Today we are the leader in live when it comes to all of our content,” said Ryan McConville, executive vice president, ad platforms & operations at NBCUniversal Advertising, during the Google presentation.

“Seventy percent of all NBCUniversal content this year will be live content. That includes live sports -- the NFL, the Olympics, the Premier League. We are adding the NBA [next year]. We have a ton of live news, and other live entertainment programs like ‘Saturday Night Live’ and the late night shows.”

On Peacock alone, he says there will be 7500 hours in 2025.