Google announced programmatic access to NBCUniversal's Olympic Winter Games inventory through Display & Video 360 on January 12, 2026, introducing live sports advertising capabilities designed to connect brands with audiences during peak viewership moments. The announcement from Marta Martinez, Managing Director for Americas at Google Marketing Platform, positions the platform's biddable features alongside one of the year's highest-profile sporting events.
The 2026 calendar presents substantial opportunities for brands to reach live sports audiences across multiple platforms. Fans stream matches on connected television devices, scroll through tournament highlights on YouTube Shorts, and search for athletes' gear on Google Search. The Olympic Winter Games programmatic inventory becomes available in February 2026 as competitors take to winter sports venues.
Display & Video 360's updated features address technical challenges that historically limited programmatic live sports advertising.ย Google has systematically expanded its connected television advertising infrastructureย throughout 2025, establishing measurement standards and technical requirements for premium streaming inventory.
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The platform introduces unified reach and personalization capabilities that combine Google's audience signals with NBCUniversal's live sports CTV inventory. Advertisers can target fans on television screens and re-engage them as they watch behind-the-scenes footage on YouTube. This…