Uploaded February 2026 | Updated September 2026, 2 weeks ago

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Traditional ad breaks are a drag on premium sports streaming experiences for engaged fans, especially in sports that don’t lend themselves to frequent interruption. This session explores how SGAI and the innovative squeezeback ad formats it enables are reshaping live sports advertising by unlocking new revenue opportunities, enhancing audience targeting, and squeezing more value from every high-stakes impression.

Moderator:
Brian Ring, Principal Analyst, Ring Digital llc

Speakers:
Jill Wittkopp, VP Product, IAB Tech Lab
Adair Lyden, Associate Product Manager, Ads, FloSports
James Varndell, Senior Director of Product Management`, Bitmovin