Paramount (US:PGRE) Prnewswire·2026-01-21 14:00Group 1 - Paramount is launching live, in-game programmatic buying for select commercial ad units during major sporting events, starting with UFC's debut on Paramount+ on January 24, 2026 [1] - This initiative allows advertisers to secure real-time, guaranteed placements in Paramount+'s premium sports lineup, enhancing marketing opportunities during peak audience engagement [3] - The programmatic inventory will complement existing Streaming Fixed Units, providing high-impact visibility for advertisers [2] Group 2 - Paramount's Chief Revenue Officer emphasized the company's commitment to media modernization, enabling more advertisers to engage with live sports through digital precision and agility [3] - Partnerships with platforms like Amazon DSP, Google's Display & Video 360, The Trade Desk, and Yahoo DSP will facilitate private marketplace, biddable ad inventory for UFC events [3] - Advertisers can also activate campaigns across Paramount's digital portfolio, leveraging the growth of Paramount+ and Pluto TV [4]