In this episode of The Advertising Forum, sponsored by Freewheel, Katie Johnson, Senior Programmatic Director at New Engen, Inc. discusses the impact of live events and programmatic advertising. She highlights the importance of live sports and events for brands, the role of data in targeting audiences, and how Freewheel is helping clients navigate the complexities of connected television. Takeaways Live sports are a significant part of prime time TV. Cultural relevance is key in audience engagement. Targeting strategies have evolved beyond broad approaches. Data allows for specific targeting in sports marketing. Understanding consumer affinities is crucial for effective marketing. Live events create shared experiences for audiences. Marketing can be tailored to specific leagues and sports. The importance of being present in front of the right audience. Consumer behavior insights drive marketing strategies. Live sports provide unique opportunities for engagement. Chapters 00:00 Introduction to Live Events 03:00 Importance of Live Sports 06:00 Programmatic Advertising Benefits 09:00 Role of Freewheel 12:00 Audience Targeting Strategies 15:00 Future of Connected Television