Marketecture: Get Smart. Fast. Programmatic Innovation in Live Sports with Andrew Casale and Megan Pagliuca at Marketecture Live
Dec 15, 2025
Andrew Casale, CEO of Index Exchange, and Megan Pagliuca, Chief Product Officer at Omnicom Media Group, dive into the game-changing world of programmatic advertising in live sports. They discuss how to make sports content more addressable with real-time targeting on 'magic moments' and the importance of new standards like podding to prevent ad request spikes. The duo also explores faster sell-side decisioning, the potential for modular supply chains to reduce fees, and exciting AI advancements that enhance creative workflows.
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Make Live Moments Addressable
- Live sports can be made addressable by bringing moment-level signals into programmatic decisioning.
- Megan Pagliuca describes using 'magic moments' like goals or free throws to personalize ad experiences in real time.
Podding Cuts Request Spikes
- Podding and the IAB 2.6 spec let sellers send exact pod durations so DSPs receive far fewer requests.
- Andrew Casale explains this reduces request load and enables time‑aware auctions for streaming breaks.
Pre-Fetch To Avoid Kettle Spikes
- Sending ad requests in advance of known commercial breaks prevents massive simultaneous device spikes.
- Andrew recommends federating or pre-fetching requests because break timing is predictable.