DAZN integrates Google Ad Manager for DACH countries

Tuesday, December 8th, 2020
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DAZN Becomes Most Advanced Addressable Broadcaster In DACH & Expands In-House Sales Unit

  • DAZN introduces a new tech stack with partner Google to become the most advanced addressable broadcaster in DACH
  • DAZN brings all media sales activities in-house
  • Haruka Gruber appointed as new Vice President Media for the DACH territory

BERLIN/LONDON — DAZN, the leading global sports destination, teams up with Google to establish a new technology stack which makes the OTT platform a leading player in delivering addressable broadcasting advertising in the DACH territory (Germany, Austria, Switzerland). As part of this transformation, DAZN expands its in-house media sales team and will commercialize on its own the available advertising inventory.

Since the launch in 2016, DAZN has disrupted the sports media landscape and will continue to do so with the DAZN Media team becoming the sole point of contact for media agencies, brands and betting partners in the market.

DAZN integrates Google Ad Manager

This transition includes the integration of Google Ad Manager 360 and Dynamic Ad Insertion (DAI) technology which will enable DAZN to offer advertisers the best of live broadcasting – great scale, premium content and engaged viewers – with the power of digital – per-impression measurement, enhanced targeting capabilities and new buying methods.

Going one step further, DAZN is also launching the ability for agencies and clients to purchase its addressable inventory through Programmatic Guaranteed. This combines the certainty of reservations – guaranteed appearance on the best quality live inventory – with advanced programmatic insights and decisioning. As DAZN will manage creative and all aspects of delivery, advertisers will also be guaranteed their campaigns serve in a 100% brand aligned way.

In taking these steps, DAZN becomes the first mover to combine linear TV-like streaming of premium sports content with digital and programmatic advertising capabilities. The proposition is going to market first in DACH – with other DAZN markets to follow suit in 2021.

Peter Burroughs, EVP Media, DAZN said: “DAZN has integrated with Google to evolve the way our OTT advertising is traded. Using the Google Dynamic Ad Insertion product to drive our offering, we can harness both the power of premium live sport and now addressable capabilities. This combination delivers a broadcast quality experience for both our DAZN customers and of course for our advertising partners.”

Gruber becomes new VP Media DACH

The evolution of the in-house media department will be led by Haruka Gruber, a long-term member of DAZN’s management team, who has been appointed as the new Vice President Media for Germany, Austria and Switzerland. He will be responsible for all advertising activities as well as brand and media partnerships.

This change sets the course for a promising future and comes alongside the previously announced significant increase of DAZN’s premium rights portfolio. Starting summer 2021 DAZN will become the ultimate home of football when users will be able to exclusively see all Bundesliga games on Friday and Sunday in DACH (total of 106 games per season) as well as 90% of all Champions League games exclusively in Germany (121 of 138 games).

Haruka Gruber, Vice President Media DACH said, “The time is now. 2021 will be a ground-breaking year for DAZN and with the new tech stack and the in-house setup we are perfectly equipped for the future. We can’t wait to offer to agencies, brands and betting partners the most exciting and innovative advertising opportunities in sports media including our premium football rights highlighted by Bundesliga and the UEFA Champions League.”

Justin Gupta, Head of Broadcast Partnerships, UK & Ireland, Google said, “We are hugely excited to be partnering with DAZN and integrating Google Ad Manager’s Dynamic Ad Insertion solution. The partnership will lead the industry through seamlessly delivering addressable and measurable TV ads across DAZN’s huge number of broadcast events, unlocking new capabilities for advertisers whilst ensuring a great user experience.”

Links: DAZN; Google Ad Manager