Google and DAZN set out with the challenge to deliver targeted ads in one of the most popular sports events of the year – and executed it flawlessly
From the beginning, DAZN aimed to make the FIFA Club World Cup a flawless, top-tier fan event in every respect, even down to the advertising. The sports streaming company brought in Google to develop an ad management solution that could deliver personalised ads to hundreds of millions of concurrent viewers with the same quality it demanded for its sports content.
Sandeep Tiku, Chief Technology Officer (CTO) of DAZN Group and Jatin Dev, Senior Partnership Lead for Global Sellside at Google, sat down at IBC2025 with Rebecca Hopkins, CEO of Sports Technology Awards (STA) to tell the story of a visionary and daring streaming collaboration.
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