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PubMatic launches AI-powered sports marketplace with game moment curation

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(Stock image via Pixabay, Graphic by The Desk)
(Stock image via Pixabay, Graphic by The Desk)

Key Points:

  • PubMatic’s new Live Sports Marketplace allows ad buyer clients to target key moments during live sports in real-time.
  • PubMatic has partnered with FanServ at launch, allowing marketers to buy opportunities against major franchises like the NFL, NHL, MLB and WNBA, and teams like the Minnesota Twins and Cleveland Guardians.
  • The Live Sports Marketplace aims to address key challenges with sports advertising, including low engagement during irrelevant game moments and managing unpredictable audience spikes.

Independent ad tech firm PubMatic has introduced a new AI-powered Live Sports Marketplace aimed at revolutionizing programmatic advertising for live sports across streaming platforms.

The offering enables advertisers to target high-impact moments in real-time, leveraging proprietary technology that analyzes live game data to deliver granular, event-level curation.

The platform debuts with FanServ as its launch partner, providing immediate access to premium sports content from the National Football League (NFL), National Basketball Association (NBA), Women’s National Basketball Association (WNBA), Major League Baseball (MLB), National Hockey League (NHL), and the National Women’s Soccer League (NWSL). The partnership also includes exclusive local programming for teams such as the Minnesota Twins, Colorado Rockies, and Cleveland Guardians.

“FanServ was built by fans, for fans, and now, with PubMatic, we’re redefining how brands reach and engage fans through programmatic sports advertising,” said FanServ CEO Brad Friedman. “This partnership is about more than just access, it’s about precision and possibility.”

“By combining FanServ’s deep sports expertise with PubMatic’s unique event-level curation, we’re empowering brands to connect meaningfully at the exact moments that matter most, across every platform they love,” added Ben Goodfriend, the Vice President of Demand Partnerships at FanServ.

The launch comes as PubMatic reports significant momentum in its sports advertising business. Live sports activity on its platform more than tripled in the first half of 2025 compared to the same period last year. The company has already surpassed its total 2024 live sports volume, setting the stage for another record-breaking year.

In addition to FanServ, the new marketplace offers access to major sports publishers and platforms, including MLB, Spectrum Reach, Fubo, DirecTV and Roku. Coverage spans professional leagues like MLB, NBA, NHL, MLS, and WNBA, along with alternative and international sports such as Mixed Martial Arts (MMA), NASCAR, Formula 1 surfing, tennis, cricket, and the FIFA Club World Cup.

The Live Sports Marketplace addresses persistent challenges in programmatic sports buying, such as inefficient ad placements during low-engagement moments and the inability to scale during audience spikes. PubMatic’s solution introduces several key features:

  • Event- and Channel-Level Targeting: Advertisers can target specific teams, games, or pivotal moments using AI-driven insights across fragmented streaming environments.
  • Dynamic Scheduling: The platform continuously imports live TV schedules, allowing advertisers to engage viewers in real time.
  • Infrastructure Resilience: PubMatic’s proprietary tech stack is built to handle sudden surges in viewership, ensuring smooth ad delivery even during peak moments.
  • Automation and Scalability: Designed for future growth, the marketplace supports automated deal creation and reporting to streamline campaign management.

“This revolutionary technology and premium partnership with FanServ transforms fragmented live sports inventory into programmatically accessible, of-the-moment opportunities, setting a new standard for precision and impact in digital sports advertising,” said Nicole Scaglione, the Vice President of Connected TV and Online Video at PubMatic.

Live sports viewership is expected to reach more than 114 million TV viewers this year, according to research from eMarketer. At a time when the industry is rapidly shifting away from traditional TV, PubMatic says the Live Sports Marketplace aims to position it at the front of this transformation by offering advertisers the tools they need to continue delivering impactful campaigns when audiences are the most engaged.



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Kentucky vs. Texas A&M: Time, TV channel, preview for DI women’s volleyball championship

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From the 64 teams selected to compete in the NCAA DI women’s volleyball tournament, just No. 1 Kentucky and No. 3 Texas A&M remain. Reaching the national championship is no small feat, from Dec. 4 all the way to Dec. 18, these two programs have battled to etch their names into history. 

Let’s take a look on how the Wildcats and the Aggies punched their tickets to the national final. 

No. 1 Kentucky ROUND NO. 3 TEXAS A&M
Def. Wofford, 3-0 First Def. Campbell, 3-0
Def. UCLA, 3-1 Second Def. No. 6 TCU, 3-0 
Def. Cal Poly, 3-0 Regional semifinals Def. No. 2 Louisville, 3-2
Def. No. 3 Creighton, 3-0 Regional finals Def. No. 1 Nebraska, 3-2
Def. No. 3 Wisconsin, 3-2 National semifinals Def. No. 1 Pitt, 3-0

👉 Check out the full schedule, scores from the 2025 women’s volleyball tournament

No. 1 Kentucky (30-2)

Big Blue fought for a dramatic five-setter victory over No. 3 Wisconsin to earn its second ever national championship appearance and first since their 2021 national title. The Badgers seemed to have all control after a Set 1 25-12 victory, but Kentucky wouldn’t be denied. Eva Hudson was on fire, accruing 29 kills on .455 hitting, while Molly Tuozzo’s back-court defense—with 17 critical digs—fought off a career night from Mimi Colyer. 

No. 3 Texas A&M (28-4)

The Aggies knocked off No. 1 Pitt in three straight sets, continuing their historic season by earning the program’s first-ever national championship appearance. Kyndal Stowers powered the Maroon and White with 16 kills on .433 hitting while setter Maddie Waak orchestrated her balanced offense to an impressive .382 clip, with four different Aggies earning at least eight put-aways. 

Both programs are heating up at just the right time, priming Sunday’s matchup to be an intense face-off between SEC foes. Make sure to  follow the action here on NCAA.com at 3:30 p.m. ET. 



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Catie Riley – Assistant Track & Field Distance Coach – Men’s Track and Field (Sprints, Hurdles, Jumps) Coaches

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Catie Riley ’21 joined the Colby Track & Field coaching staff as an Assistant Coach to start the 2021-22 academic year. 

“Colby is extremely excited to keep Catie in Waterville so soon after graduation,” said Head Cross Country Coach Jared Beers ’01. “Catie had so much positive impact in the team as a student athlete, I cannot wait for her to build upon that as a coach.”

During her four years at Colby, Riley competed for the Cross Country and Track & Field teams. In Cross Country she posted a personal best of 23:44 for the 6000m and finished as one of the team’s top-five runners in her junior and senior years. In Track & Field, she focused on the 5000m (personal best 18:53), the 3000m (11:04), and the 3000m steeplechase (12:29).

“I feel so lucky to be able to come back to Colby as an assistant coach,” said Riley. “During my time as a student, Colby quickly became my second home and the team was like family to me. I feel so grateful to have this chance to further explore my passion for running and give back to this amazing program. The pandemic has made this opportunity all the more special as I get to spend one more year with my former teammates and coaches, cheering them on and supporting them. Everyone was extremely dedicated to training this past year and I am looking forward to seeing that hard work pay off in the upcoming season.”

Riley graduated with a double major in Biology and Government. Beyond Colby, she connected with the greater Waterville community by volunteering in the Emergency Department at MaineGeneral Hospital and working with the Maine Chapter of the Alzheimer’s Association.



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Watch: 2025 Women’s Volleyball Season Recap

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CAMBRIDGE, Mass. – Harvard women’s volleyball finished the 2025 season with an overall record 7-15, including going 6-8 in Ivy League play.  

The Crimson opened the season with a competitive nonconference slate and concluded it with a dominant 3-0 win over Stonehill.  The victory over the Skyhawks propelled Harvard into the Ivy League slate as it won two of the first three contests, defeating Dartmouth and Columbia in three sets. 

Harvard concluded its season in a similar fashion, recording two strong victories in the final three matches.  First, Harvard sent its seniors out a top, defeating Brown 3-0 in the last game at the Malkin Athletic Center.  The Crimson then closed out the year with a five-set thriller over the Penn Quakers in Philadelphia. 

Two Crimson student-athletes received All-Ivy honors following strong seasons on the court.  For the second year in a row Ryleigh Patterson received honorable mention All-Ivy honors.  Despite missing six matches in the middle of the season, Patterson made her mark with 113 kills, 56 blocks, and nine aces.  Sofia Rossi joined as another honorable mention All-Ivy honoree as she paced the Crimson’s offense with 238 kills in her first season.  The standout first-year also tallied 74 aces, 28 blocks, and 15 aces. 

At the conclusion of the 2025 season Harvard says goodbye to three seniors that have left their mark on the Crimson.  Brynne Faltinsky, Peyton Hollis, and Hannah Nguyen made tremendous impacts on and off the court during their four years in Cambridge.  The senior trio was instrumental in 37 victories and a 2023 trip to the Ivy League Tournament. 

Although the loss of the seniors will be felt, Harvard is poised for a strong season in 2026 as it returns the core of its lineup.  The Crimson will welcome back four of its top five attackers and its top four attackers from this past season.  Included in its returners will be three first-year’s from a season ago who all appeared and made noticeable contributions in each match. 

 



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VOLLEYBALL ADDS TRANSFER TO SPRING ROSTER

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BROOKINGS, S.D. – The South Dakota State volleyball team has announced the addition of Patrycja Labucka to its roster, beginning with the upcoming sprint semester. Labucka, a 6-foot-5-inch rightside, will join the Jackrabbits in January and has two seasons of eligibility remaining.

Labucka will transfer to SDSU after two seasons at Florida Southwestern State College, where she made two NJCAA national championship game appearances with the Buccaneers. The Bucs won the national title in 2024 and were the runner-up team in 2025. Labucka also helped FSW to multiple district championships and a state title during her time with the Buccaneers. Prior to her stint at FSW, Labucka spent one season at Middle Tennessee State, where she did not appear in any matches.

At home in Poland, Labucka was a member of the U16 Polish National Team. She also finished in the top-three at the Cadets Polish National Championship in three straight seasons from 2019-2021.

Labucka plans to major in entrepreneurship at SDSU.


-GoJacks.com-



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Track & Field Elite Prospect Camp Set for Jan. 11

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SAINT PETER, Minn. – The Gustavus Track & Field Elite Prospect Camp is set for Jan. 11 at Lund Center. The camp is available for high school juniors and seniors who are looking to gain exposure and are wanting to compete at the collegiate level. 

Itinerary:

12:15 p.m. Check-in

12:45 p.m. Warm-up

1:00 p.m. Session I (hurdles, long jump/triple jump, pole vault, discus)

12:00-2:00 p.m. Time available to meet with an admissions counselor (parents and/or participants)

2:45 p.m. Break or warm-up

3:00 p.m. Session II (sprints, high jump, shot put)

5:00 p.m. Conclusion/Dinner with the team (parents dinner with coaches)

$50 to do one session or $65 to do an event in each session. More details will come after registration and as it gets closer to the camp date.

Included: 

Elite prospect camp t-shirt

Dinner

Video analysis, individualized coaching and instruction

Campus tour and a meeting with an admissions counselor are available

Session I (1:00pm): Hurdles, Long Jump/Triple Jump, Pole Vault, Discus

Session II (3:00am): Sprints, High Jump, Shot Put

 



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Wisconsin volleyball’s Maile Chan decides to enter transfer portal

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Dec. 19, 2025, 8:28 p.m. CT





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