Foxtel and PubMatic Launch First-of-Its-Kind Live Sports Advertising Solution on Kayo Sports

Sydney, Australia – 17 March 2026 – Foxtel Media (insert PR slug) and PubMatic (Nasdaq: PUBM), the leading AI-powered ad tech company delivering digital advertising performance, today announced a new partnership that brings Live Moment Planning — a groundbreaking programmatic live sports advertising solution — to market, allowing brands to seamlessly advertise in high-engagement environments on Kayo Sports. The launch supports premium winter sporting codes, including NRL and AFL, giving advertisers a new way to reach fans during live games.

As streaming becomes the new home for premium live sports, Foxtel and PubMatic are redefining how advertisers access these high-attention moments. With both NRL and AFL seasons kicking off in March, the partnership is designed to help brands align media strategies with Australia’s most-watched winter sports. The new offering enables brands to plan for live games with curated, time-targeted inventory packages, all delivered through PubMatic’s end-to-end media platform.

“As we enter the busiest time of year for advertisers, live sport is one of the most powerful environments for brands, but it’s been historically difficult to buy programmatically,” said James Young, Regional Director, Australia and New Zealand at PubMatic. “With this partnership, we’re removing complexity for buyers and unlocking premium live inventory that was previously out of reach.”

Despite the popularity of live sports, advertisers have struggled to fully access these environments programmatically due to technical and strategic limitations. Campaigns often hit audience caps too early, miss key live moments, or rely on non-live signals.

The new solution changes that by offering:

• Bespoke live game access using real-time content signals and daypart targeting
• Seamless activation via a fully managed service powered by PubMatic’s unified
  platform
• Advanced measurement capabilities, including optional brand lift studies and performance tracking

With this partnership, brands can:

• Reach fans during the most engaging moments in sport
• Improve efficiency by eliminating media waste and avoiding missed
  opportunities
• Simplify execution through managed service, with no additional setup required
• Prove effectiveness with metrics like ROAS and brand impact

“This partnership is a game-changer for buyers looking to make live sports a meaningful part of their programmatic media mix,” said Daniella Kenney, Head of Programmatic at Foxtel Media. “Together with PubMatic, we’re ensuring our live sports inventory is not only premium, but fully accessible and performance ready.”

The offering is available immediately to brands and agencies across Australia, with NRL and AFL packages live now, and additional winter codes to be added throughout the season.

As audiences turn their focus to the NRL and AFL seasons, Foxtel and PubMatic are helping brands reach fans in real time across the most-watched winter sports on Kayo Sports — ensuring campaigns align with key matches and high‑engagement moments.

For more information or to get started, please contact your PubMatic representative.

About PubMatic

PubMatic (NASDAQ: PUBM) is the leading AI-powered ad tech company delivering digital advertising performance. Through an intelligent, unified platform that connects buyers, publishers, data partners, and commerce media networks, PubMatic delivers superior performance with greater transparency, control, and efficiency.

Since 2006, PubMatic has pioneered every major advance in programmatic advertising, from enabling the first OpenRTB transactions to embedding AI-driven optimization and privacy-focused innovation across its platform. With omnichannel scale, proven reliability, and a track record of continuous innovation, PubMatic is building a more intelligent, profitable, and sustainable open internet. Built to Connect. Powered to Perform.