Days out from the opening ceremonies on NBC and Peacock, we highlight how programmatic is carrying the torch for the first time this Olympics. Listen to The Current Report for more.

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To read the full stories included in this episode:

• French advertisers eye the opportunity of a century in Paris 2024: https://www.thecurrent.com/programmatic-2024-olympics-media-buyers-streaming
• The Olympics’ role in culture is evolving, and advertisers are moving with it: https://bit.ly/4d4IK5E
• Why are so many B2B firms sponsoring the Olympics?: https://bit.ly/4atypzv
• NBCUniversal's Alison Levin on strategic audience buying, the power of brand storytelling and the Paris Olympics: https://bit.ly/4cNaRX9
• 5 minutes with Spotify's Emma Vaughn: https://bit.ly/3Sg4PpP

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The Current Report is our weekly news roundup of what’s happening in the world of digital media. We headline topical stories every edition — everything from connected TV to retail media networks to new initiatives around identity — offering our fresh take on why it's relevant for the marketing community. Subscribe: https://bit.ly/45HIaXH

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Each week, The Current gives you the most critical innovations in advertising that are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place: https://bit.ly/3SAM0wR