Google opens Olympic live sports inventory to biddable CTV buys

Live sports advertising is getting more programmatic — and more measurable.

Driving the news. Google is expanding biddable live sports in Display & Video 360, giving advertisers programmatic access to NBCUniversal’s Olympic Winter Games inventory ahead of a crowded 2026 global sports calendar.

Why we care. Live sports remain one of the few media environments that consistently deliver massive, attentive audiences. By moving premium sports inventory into biddable CTV, Google gives advertisers more control, stronger measurement, and simpler activation — without sacrificing reach.

What’s new. Advertisers can now pair Google audience signals with NBCUniversal’s live sports CTV inventory to reach fans on the big screen and re-engage them across YouTube and other Google surfaces.

• New household-level frequency management reduces overexposure, while Google’s AI-powered cross-device conversion tracking connects CTV impressions to downstream purchases at no additional cost.
• Google is also streamlining access to live sports with a redesigned Marketplace.
• You can activate curated sports packages in just a few clicks instead of managing fragmented media buys.

The big picture. As fans move fluidly between connected TV, YouTube, Search and social feeds, advertisers are under pressure to follow attention across screens. Google is positioning Display & Video 360 as the hub that connects those moments, from the living room to mobile.

Bottom line: By unlocking Olympic and live sports inventory inside Display & Video 360, Google is making premium sports advertising easier to buy, easier to measure, and far more accountable.

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