Fanatics

Magnite Aims to Own Decisioning Layer, Not Be DSP

On its Q2 earnings call, Magnite CEO Michael Barrett described the company expanding into buyer-like decisioning functions while insisting Magnite will not become a DSP. Magnite reported Q2 revenue of $193 million (up 11% YoY), contribution ex-TAC of $190 million (up 17%), and CTV revenue ex-TAC of $97 million (up 36% YoY). Barrett highlighted use cases where Magnite and SpringServe package inventory and audiences, apply optimization and AI-driven routing, and enable commerce media integrations with clients such as Fanatics, CVS Media Exchange, Best Buy, PayPal Ads and Walmart Connect (with Vizio inventory). Magnite launched Magnite Orchestration in June to help coordinate agentic workflows and positions itself as infrastructure for seller-side decisioning and democratized access to supply and data.

FIFA Gaming Couch Tours Across the USA

FIFA launched a new marketing IP called the "Fifa Gaming Couch," a six-week roadtrip activation that has toured from Los Angeles to New York since early June. Developed by Jung von Matt Sports, the activation combines a digital content series with physical pop-up events in locations including West Hollywood, Las Vegas, the Grand Canyon, Dallas, Route 66, Miami and New York City. The campaign centers on a fictional character, Delivery Guy "Dean," and features appearances by sports and creator personalities such as Tony Hawk, Marco Reus, Ronaldo, IShowSpeed and Jakob Johnson. Partners on the campaign include Episode.1 (experience agency) and BDX Media (content production/creator management); Netflix collaborated on a Squid Game crossover in Dallas. Jung von Matt reports more than 100 campaign assets and over 60 million content views across FIFA channels, partner platforms and Netflix Games.

Prediction Markets and Sportsbooks Vie for World Cup Bets

The World Cup represents a major opportunity for sportsbook brands and emerging prediction‑market platforms to win bettors and ad share. Legacy sportsbooks — including BetMGM, DraftKings and Fanduel — are running high‑profile creative and prioritizing digital channels (notably CTV, online video, display and paid social). BetMGM says 80–90% of its World Cup ad spend will be digital and is working with an unnamed AI media‑mix modeling provider to measure state‑level impact. Prediction markets Polymarket and Kalshi are mounting global ad campaigns (Kalshi’s spots feature football stars and a separate promo with Timothée Chalamet) and are focusing on social video and creator/influencer channels. Fanatics has shifted marketing optimization from CPA to lifetime value (LTV). Industry players cited regulatory patchworks across U.S. states as a reason to favor flexible, digital media strategies.