Premion Debuts A Scaled Live Programmatic Sports Platform

TEGNA-owned Connected TV and OTT advertising platform Premion has brought to market a scaled live programmatic ad tool that delivers to marketers live, in-game professional and collegiate sports, as well as high-impact live tentpole events.

The platform will officially debut at the upcoming Cannes Lions 2025, on Stagwell Sport Beach.

The live programmatic sports programming allows advertisers to use non-human computer algorithms to access “premium live inventory” in real time.

“For the first time, brands and agencies can dynamically target and scale in-program live sports viewers with unprecedented visibility into leagues, teams, matches and events—unlocking a new era of transparency, precision and performance,” the TEGNA-owned ad unit said on Tuesday.

Read more on Radio + Television Business Report here.