AdSwerve Blog World Cup advertising and the rise of biddable live event advertising

Key takeawaysThe most valuable inventory around live tentpole events isn't just in-game. Shoulder content like sports podcasts, pre/post-game coverage, and social-native formats often reaches more engaged audiences.Tentpole inventory is increasingly transacting programmatically, giving mid-market brands access to premium placements that historically went only to enterprise upfront buyers.A large tentpole investment creates a natural window for incrementality testing.Effective tentpole planning requires flexibility. Brands that lock into rigid packages miss the opportunity to shift budget toward what's working as the event unfolds.