Observed Signal · Oct 3, 2025 · Interview · Source: Marketecture · Impact: 2/5 · Sentiment: Positive
The Future is Live: Real-Time Advertising
An Advertising Forum episode features Mark McKee, EVP and General Manager at FreeWheel, discussing the rising importance of live advertising and its integration with programmatic solutions. McKee outlines FreeWheel's investments in live events, the challenges of monetizing live content, and the need for ecosystem collaboration to improve outcomes. He notes that live advertising spend is growing and that programmatic approaches can manage unexpected surges in viewership. The discussion highlights the role of AI in enhancing live event experiences and argues publishers should diversify monetization strategies to maximize revenue opportunities. The conversation also covers the future of television as a blend of linear and streaming, emphasizing reliable infrastructure and cross-partner cooperation to unlock value for advertisers and publishers.
Industry-relevant discussion on live advertising and programmatic monetization.
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Key Takeaways & Evidence Grounding
- Live advertising is rapidly growing and shifting spend.
- FreeWheel has invested in live events as a pioneer.
- Programmatic solutions help monetize unexpected surges in viewership.
- AI is anticipated to enhance live event experiences.
- Publishers should diversify monetization strategies to maximize revenue.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Live Streaming & Programmatic Ads Shape Media's Future
This Marketecture MarketectureTV episode features Dentsu’s Cara Lewis, Chief Investment & Activation Officer, discussing how live streaming intersects with attention and programmatic advertising. The conversation covers how Dentsu utilizes programmatic to make live media more accessible, the growing importance of communal viewing experiences, and how partnerships with FreeWheel are driving innovation across live and on-demand platforms. The hosts, Jeremy Bloom and AdTechGod, guide the discussion around real-time engagement, the attention economy, and the role of live content in brand connection. The episode emphasizes real-time results, social discussion around live events, and the evolving planning required to capitalize on live opportunities in a connected media landscape.
Power of Live Events with Katie Johnson
In this episode of The Advertising Forum, sponsored by Freewheel, Katie Johnson, Senior Programmatic Director at New Engen, Inc., discusses the impact of live events on brands and the role of programmatic advertising. The conversation highlights live sports as a key driver of prime-time engagement, the importance of cultural relevance, and targeting strategies that go beyond broad approaches. Johnson explains how data enables precise audience insights, including consumer affinities, and notes that live events create shared experiences that can be capitalized on through connected TV and other programmatic channels. The episode also covers Freewheel’s support for clients navigating the complexities of connected TV, shifting budgets toward CTV, and the need to reach the right audience in front of the right moment. Takeaways emphasize targeted sports marketing, data-driven decisioning, and the evolving landscape of programmatic for live events.
Programmatic Innovation in Live Sports
Marketecture Live features Andrew Casale, CEO of Index Exchange, and Megan Pagliuca, Omnicom Media Group’s Chief Product Officer, discussing how live sports and streaming are becoming increasingly addressable through programmatic. The conversation emphasizes targeting at moment-level signals rather than broad demos, and explains how podding standards and advanced ad requests help mitigate live break spikes. It covers pre-fetching and smarter pacing to stabilize delivery, and notes that sell-side decisioning is now faster and earlier, enabling optimization before bids reach DSPs. The potential modularization of the supply chain is discussed as a means to reduce fees, while AI is highlighted for improving inclusion lists, safety, and creative workflows. Overall, the session points to faster monetization of live inventory and evolving approaches to addressable media across the open internet.
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