Personalised advertising during live sports streams on HBO Max

HBO Max and Ad Alliance are introducing Dynamic Ad Replacement (DAR) within the Sports add-on of HBO Max. This technology enables the replacement of ads in livestreams with personalized versions, tailored to the viewer’s profile and interests.

DAR is used during major sports events such as Wimbledon, the Tour de France, the Vuelta, the US Open, and live broadcasts of UFC fights. The technology provides a more personalized viewing experience and fits within the so-called SAVOD model (subscription and ad-supported video on demand), in which streaming services combine subscriptions with advertising. DAR is included in the Streaming TV package.