Google Is Announcing New Live Events Features in Google Ad Manager’s Dynamic Ad Insertion

Google is announcing new features in Google Ad Manager’s Dynamic Ad Insertion (DAI) to help programmers, distributors, and sports leagues power their live events with seamless, broadcast-quality ads across screens. This includes working closely with their partners, like Asahi Television Broadcasting Corporation (ABC TV), Major League Baseball (MLB), NASCAR, SonyLiv, Univision, World Surf League, and World Wrestling Entertainment (WWE) to power their live sports events with relevant ads.

Featured announced include:

• allowing partners to prefetch a portion of their next ad break, say the first ad for each viewer, at the end of the prior ad break. Then, when the ad break begins, Ad Manager serves the first ad that was prefetched and in parallel fetches the subsequent ads based on information such as ad break duration or custom parameters related to events in a game like a goal or touchdown.
• launching an Early Break Notification API in Ad Manager’s DAI to make it easier for partners to use real-time ad break data to monetize live events. This API lets partners send ad break data to Ad Manager, in advance of an ad break so that they can deliver relevant ads and adhere to brand safety requirements.
• they have published a DAI best practice guide, which offers implementation and live event best practices