The partnership between Magnite, an independent programmatic advertising platform, and DIRECTV Latin America was fundamental in tripling the volume of ads and impressions on the DGO streaming platform during the broadcast of the live games of the Copa América 2024, held between June and July.
Vrio, which owns DIRECTV Latin America and SKY Brasil, struck a deal with Magnite earlier this year to directly and programmatically monetize matches. Magnite’s technology helped DGO manage the significant increase in advertising during major national team games without missing out on display opportunities.
The impact was significant: on important match days, the volume of impressions tripled, and the platform continued to operate perfectly. This puts DGO in the spotlight in the live streaming market, thanks to the solutions offered by Magnite, such as the SpringServe ad server and the live sports inventory sales platform.
During the tournament, DGO, the sole channel responsible for broadcasting all Copa América games in countries such as Argentina, Chile, Uruguay, Colombia, Ecuador and Peru, recorded 130 million hits and 65 million hours of viewing, according to data from Audiencias Latinoamérica (ALA). Around 40% of this consumption was focused on the matches broadcast by the DSPORTS channel.
“As DGO grows in popularity, we are focused on delivering a premium, ad-supported experience, whether live or on-demand,” said Alexandre Hotz, Engineering Director at Vrio. “Magnite offers the technology we need to make this a reality and we are excited about the results we achieved together during the Copa América matches. We are already looking forward to working with Magnite to explore new horizons in ad-supported streaming, aiming to bring more innovation to this space,” he said.
For Rafael Pallarés, Magnite’s vice president for Latin America, this support for one of the largest broadcasters in Latin America is very important. This partnership demonstrates the potential of combining quality content and cutting-edge advertising technology. “Our activation during the Copa América gives us confidence that we will achieve even more successful results in live sporting event campaigns on streaming with DGO and SKY+, offering advertisers more opportunities in content with a high level of emotion and engagement,” concludes Pallarés.
