In this episode of The Future Is Live, Dentsu’s Chief Investment & Activation Officer Cara Lewis joins Jeremy Bloom and AdTechGod to discuss the powerful intersection of live content, attention, and programmatic advertising. Discover how Dentsu leverages programmatic to make live media more accessible, the growing importance of communal viewing experiences, and how partnerships with FreeWheel are driving innovation across live and on-demand platforms. Takeaways - Live advertising is rapidly growing and shifting spend. - FreeWheel has been a pioneer in investing in live events. - Programmatic solutions help monetize unexpected surges in viewership. - Collaboration with partners is crucial for success in live advertising. - Publishers need to diversify their monetization strategies. - AI can enhance the creative process for live events. - Maintaining reliability and infrastructure is key for live events. - The unpredictability of live events requires adaptive strategies. - Linear TV should adopt programmatic principles for better inventory management. - The advertising ecosystem must work together to improve outcomes. Chapters 00:00 Introduction 01:05 Why Live Content Matters 02:30 The Power of Shared Moments 02:56 Role of Programmatic in Live Media 04:05 Programmatic vs. Direct Buys 05:27 Merging Live and Programmatic 07:26 Strategic Planning for Live Opportunities 08:35 Partnering with FreeWheel 09:50 Wrap-Up and Final Thoughts