BT Sport and Google partner to deliver personalised ads
BT Sport has partnered with Google to integrate dynamic ad-insertion technology into its platforms, giving users a personalised advertising experience alongside clickable adverts. The collaboration will also enable BT Sport to utilise Google’s DoubleClick for Publishers system to allow overviews of entire broadcast schedules. This will facilitate the monitoring of advertising "break patterns", as well as to organise content and breaks into several packages. 

BT Sport is changing the way it delivers across its digital platforms after partnering with Google to implement dynamic ad insertion into its live streamed events.

The deal makes Google BT Sport’s exclusive digital sales partner and will see it take responsibility for ad monetisation around key live events appearing on the BT Sport website and app.

During live streams ads will be delivered to the app and online using dynamic ad insertion technology, which will give viewers watching via BT Sport’s digital platforms a more personal ad experience with clickable ads.

The partnership will also introduce Google’s DoubleClick for Publishers enabling ingestion of an entire broadcast schedule, which in turn will make it possible to mirror the TV broadcast advertising break pattern. The technology also makes it simple to package content and breaks into multiple bundles, to make booking and trafficking as simple as targeting the programme type.

For BT Sport’s ad breaks of dynamic duration, DoubleClick for Publishers can serve creatives in real-time, while still ensuring that specific valuable positions within those breaks – such as the first ad and last ad – can be guaranteed.

Tony Singh, BT’s director of business affairs and business development, said: “More and more people are enjoying BT Sport via our best-in-class app and online player and we are always looking at ways in which we can innovate to deliver a better offering for our advertisers as well as our users. We work with Google on a number of initiatives and we’re delighted to be partnering with them on dynamic ad insertion.”

Benjamin Faes, Google’s EMEA managing director of global partnerships, added: “Our partnership with BT is hugely important to Google. It exemplifies the incredible opportunities that lie ahead of a broadcaster as more and more of their viewership comes from online sources, making their ad inventory more valuable.”