Globo will detail its best practices for live streaming ad insertion during the 2026 World Cup, focusing on addressing latency issues for high-concurrency events. The Brazilian broadcaster plans to implement solutions at scale for both live streams and OTA broadcasts, incorporating AI for hyper-personalized ad decisioning. These strategies will be presented at Streaming Media Connect 2026.
For live sports, ad insertion lives or dies on latency, and Globo is positioning its World Cup 2026 workflow around that constraint. The article also shows ad tech converging with AI, since Globo plans to use AI for hyper-personalized live ad decisioning across streams and OTA broadcasts. The key signal to watch is how Globo describes its scale approach for the World Cup live streams when Beaklini presents at Streaming Media Connect 2026.
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