Strategus Expands PubMatic Live Sports CTV Partnership
The expanded partnership gives advertisers access to premium live sports connected TV inventory through PubMatic's marketplace.
Updated on Nov. 5, 2026 in Advertising
Strategus has expanded its partnership with PubMatic to give advertisers access to premium live sports connected TV, announced November 5, 2026. The move follows a campaign for Citadel Credit Union across Pennsylvania surrounding the 2026 FIFA World Cup.
Why it matters
The expansion reflects continued migration of live sports audiences to digital viewing, with nearly three-fourths of US live sports viewers expected to watch digitally in 2026. Advertisers gain targeting tools that extend beyond traditional broadcast buying.
Nearly three-fourths of US live sports viewers are projected to watch digitally in 2026. The projection does not include campaign outcomes or spending figures for the Citadel Credit Union effort.
The players
PubMatic
PubMatic is a Nasdaq-listed advertising technology company (ticker PUBM) that operates a programmatic platform connecting publishers and advertisers.
Strategus
Strategus is an advertising agency that partnered with PubMatic and MayoSeitz Media on the Citadel Credit Union campaign.
The details
PubMatic's AI-powered Live Sports Marketplace lets advertisers target specific sports, leagues, teams, markets and game windows, with DMA and ZIP-level targeting where inventory permits. Campaigns can run across live games and premium streaming environments, and extend into sports-adjacent programming such as highlights, analysis and sports news.
Timeline
2026: Citadel Credit Union campaign runs across Pennsylvania surrounding the FIFA World Cup.
November 5, 2026: Expanded Strategus and PubMatic partnership is announced.
Market Landscape
The expansion positions PubMatic and Strategus within the growing connected TV market for live sports, where digital viewing is projected to reach nearly three-fourths of US live sports audiences in 2026. It reflects a broader push by ad-tech firms to offer sports-specific targeting as broadcast audiences migrate to streaming.
Advertisers gain the ability to target live sports viewers by sport, team and local market through digital platforms. Local brands can reach audiences in specific ZIP codes during major events like the FIFA World Cup.
The takeaway
Brands seeking to reach sports fans should consider how live digital inventory and granular geographic targeting can complement traditional broadcast buys. Measuring results at the ZIP and team level can help determine where spending delivers the strongest returns.
Further reading
Explore more Advertising coverage to see how brands are reaching live sports audiences.
