With the Summer Olympic Games beginning in Tokyo, Japan, on Friday, July 23, many ad agencies would have committed their brands’ TV ad spending months ago.<\/p>\n
But what if those agencies wanted to buy or change their campaigns\u00a0during<\/em> the competition?<\/p>\n NBC has partnered with video ad-tech firm Innovid to ensure that ads delivered through NBC’s digital streaming platforms can be tweaked in real-time, rather than in weeks.<\/p>\n In this video interview with Beet.TV, Innovid co-founder Tal Chalozin explains why this move represents a change for the way US Olympics TV rightsholder NBC has always done things.<\/p>\n “The advertiser needed to send a file via email and wait for confirmation in email and a lot of massively manual process, which created massive delays,” he says.<\/p>\n “Changing creatives in real-time, as the campaign goes, was close to impossible, let alone any advanced capabilities like rotation.<\/p>\n “From an ad-tech standpoint, there was no third-party ad serving into the Olympics.<\/p>\n “Now, for the first time ever … we will have actual third-party ad serving using an open standard like VAST available within the Olympics.”<\/p>\n In theory, that means advertisers could change the creative in their pre-purchased slots to reflect the performance of Team USA athletes, for example.<\/p>\n If you watch any streamed content during the #Olympics2021<\/a>, the ads you see were served by @innovid<\/a> across all digital\/mobile\/CTV platforms https:\/\/t.co\/cK3xdQYiGk<\/a><\/p>\n — Rich Greenfield, LightShed (@RichLightShed) July 15, 2021<\/a><\/p><\/blockquote>\nEnabling third-party ad serving<\/h2>\n
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