How programmatic is opening up the Olympics to advertisers

This year, more advertisers than ever will have a shot at the Olympic and Paralympic Games.

NBCU and Warner Bros. Discovery (WBD) are making inventory on the Peacock streaming platform and the Eurosport website and supporting apps available to buy in private marketplaces (PMP for programmatic advertisers). 

That development could mean brands with smaller budgets can access huge Olympic audiences previously fenced off to big spenders.

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