Genius Sports has announced a partnership with Equativ and StackAdapt that enables advertisers and agencies to programmatically reach sports fans with creative that responds to what’s happening on the field, in real time.
Genius Sports’ Moment Engine reads and reacts to live game data feeds, then passes those signals into StackAdapt’s AI advertising platform alongside Equativ’s creative enhancement technology.
The integration allows brands to activate campaigns during a game’s peak emotional moments and use dynamic creative optimization to align ad messaging with the mood fans are experiencing.
The solution is offered in two activation paths inside StackAdapt:
- Genius Deal Library: Ready-to-run Genius Sports Moments audience deals accessed via programmatic Deal IDs, with no new trafficking or creative rebuild. Genius Sports data and Equativ’s Sports Ticker can add live scores and upcoming matchups to existing CTV, video or display creative.
- Custom High-Impact: Equativ’s high-impact creative technology paired with Genius Moments to dynamically adapt campaign messaging in real time to on-field action—from interceptions to game-winning drives—so the creative reflects the same live context the fan is experiencing.
Both offerings are available now directly through StackAdapt via curated Deal IDs from Genius Sports and Equativ. While audience data helps determine who to reach, live game data helps determine when to reach them, allowing buyers to align media and creative with the moments when fan attention and emotion are highest.
“Programmatic advertising has become incredibly sophisticated at understanding who a consumer is, but live sports give marketers another powerful signal: when that consumer is most engaged,” said Josh Linforth, Chief Revenue Officer at Genius Sports. “Together with Equativ and StackAdapt, we’re making that intelligence easy to activate within the existing media-buying workflow, giving brands a way to respond to the game as it happens rather than simply advertise around it.”
Built for the second screen
The offering is designed to complement, not interrupt, the live sports experience by reaching fans across the digital environments they use while watching. With 84% of sports fans using a companion screen such as mobile during a broadcast, brands have a significant opportunity to extend live sports campaigns beyond the television screen. According to Equativ’s research, sports fans are also 91% more likely to pay attention to an ad featuring a relevant live score, underscoring the value of connecting advertising to a game’s context.ppc+1
Always-on sports strategy
The solution extends beyond tentpole events, allowing advertisers to build real-time sports strategies across the calendar. Genius Sports works with more than 400 leagues and federations globally, providing data across football, basketball, baseball, hockey, soccer, golf and other sports. Through StackAdapt, buyers can use that breadth to activate against sports audiences throughout entire seasons rather than limiting moment-based campaigns to championships and playoffs.
“Live sports create moments of extraordinary attention, but historically it hasn’t been easy for programmatic buyers to respond to those moments as they happen,” added Greg Joseph, VP, Inventory Development at StackAdapt. “By bringing Genius Sports’ live intelligence and Equativ’s creative technology directly into StackAdapt, we’re giving advertisers a simple way to make sports campaigns more responsive to the action, while keeping activation within the platform and workflow they already use.”
