For some, according to consultant Mike Shields, when you think of sports advertising it generally consists of "big brands doing tentpole sponsorships. Sports doesn't scream data technology and programmatic." But for others, data-driven Moneyball for teams and athletes has made the jump to data-driven addressable advertising in sports programming. At the recent TV of Tomorrow NYC conference, Shields sat down with Laurie Shackell, vice president of sports advanced advertising at WarnerMedia, and Brian Cordes, vice president head of strategic partnerships for Xandr, to discuss the use of data in the sports programming arena.
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