Powered by XACTV’s proprietary Artii technology, new capabilities map 62 sports and 246 leagues and incorporate signals including sports betting data to forecast matchup-level audiences and uncover more ways to reach sports fans.

New York, NY November 04, 2026 –(PR.com)– As live sports attracts more media investment across an increasingly fragmented video marketplace, XACTV Network is expanding the sports intelligence capabilities within Artii, its proprietary, patented technology platform, to help agencies more quickly understand what specific sports inventory may deliver and identify additional efficient ways to reach the same audiences.

The work starts with a difficult data challenge: historical sports programming can be hard to organize consistently. The same program may appear under different names in audience measurement data, schedules shift, and the teams or format associated with an event can vary. Artii’s sports data framework maps 62 sports and 246 leagues. The team analyzed three years of Local Nielsen data covering more than 8 million sports program airings, mapping and tagging each by sport, matchup, tournament round and other attributes to connect programming with audience data and available inventory.

XACTV uses data science and modeling workflows, along with human review, to organize historical programming and connect individual events with audience data. For matchup-level forecasts, the models can also incorporate signals such as team records and sports betting odds.

“Sports has never been more valuable to advertisers, but it has also never been more complicated to navigate,” said Brian Wallach, EVP, Advanced Media Products at XACTV Network. “The question isn’t always just, ‘Can I get into this game?’ It’s ‘Is this the best way to reach my audience, what should I expect it to deliver and what other options do I have?’ Giving buyers better answers to those questions creates a much more useful sports conversation.”

Mapping more routes to the sports audience
The broader sports catalog allows agencies and media buyers to compare opportunities across more properties, rather than limiting planning to a handful of marquee leagues and events. Buyers can assess whether another sport, event or package may align with a campaign’s audience needs and deliver added value based on its predicted audience and market pricing.

Artii can also help buyers evaluate sports campaigns across linear TV and connected TV (CTV) by measuring deduplicated reach, showing which investments add viewers beyond those already reached through another channel.

“Everyone knows the major roads into sports: the NFL, NBA, the biggest championships and tentpole events,” Wallach added. “But there are a lot more routes to the audience now. Better data lets us look beyond the obvious choices and determine whether another opportunity may help an agency reach its client’s audience.”

XACTV’s sports intelligence capabilities currently support national sports planning, with local broadcast capabilities being expanded from the same underlying framework.

About XACTV Network
XACTV Network helps marketers efficiently expand their reach across the entire video media marketplace, including national and local broadcast, cable, and streaming platforms. Powered by its proprietary, patented technology Artii, XACTV accesses unbiased, quality inventory and delivers custom audiences, cross-channel strategies, optimized efficiency, and measurable results. Based in New York City, XACTV Network is an AMS company. For more information, visit https://xactvnetwork.com/.

About AMS
AMS (Active Media Services, Inc.) is an independent media solutions company delivering sustainable growth to businesses across the globe. Its brands include Active International, offering innovative Corporate Trade solutions; Involved Media, a full-service media agency; and XACTV Network, providing efficient, AI-driven video reach. Based in New York, AMS has 12 offices and more than 500 employees across the Americas, Europe, Asia, and Australia.

Known for its values-driven culture, AMS has earned Great Place to Work® certifications in the U.S., UK, Canada, Spain, and Australia—alongside accolades for Inclusion, Mental Wellness, Millennials, and Women in Advertising. It has also been named by Campaign Magazine and the Australian Financial Review on their Best Places to Work lists and recognized among Canada’s Most Admired Corporate Cultures. For more information, visit https://amsgrowthpartner.com.

Contact Information:
XACTV Network
Kimberlee Bradshaw Archibald
201-615-0176
Contact via Email
https://xactvnetwork.com/

Read the full story here: https://www.pr.com/press-release/983583

Press Release Distributed by PR.com

Media gallery

About The Author
AMS (Active Media Services, Inc.)