Prediction markets and sportsbook brands compete to capitalize on World Cup betting market

June 23, 2026 Presented by The World Cup is expected to create the largest sports betting market in history. That’s an opportunity for sportsbook brands looking to gain and hold market share, and for the prediction market companies hoping to disrupt them in turn. TOP STORY The Sports Marketing Playbook Prediction markets and sportsbook brands compete to capitalize on World Cup betting market The World Cup is expected to provide the biggest sports gambling market in history. Prediction market platforms and sportsbooks hope to take advantage with a heavy focus on performance channels. Advertisement OTHER THINGS TO KNOW Digiday Research is surveying publishers on how they’re approaching this year’s upfront and NewFronts conversations. Take the survey and receive the full report when published. The website used to be where consumer intent became visible, but that picture is getting harder to read as AI impacts discovery and web signals splinter. Mobile’s measurement playbook offers a roadmap for the web. Partner insights from AppsFlyer. Programmatic buying has long relied on a combination of identity-based and contextual signals to guide decisions, but the latter has often been applied more narrowly. Partner insights from Seedtag. A MESSAGE FROM BLOCKBOARD Launch in minutes for campaigns that run like the big brands Most ad platforms promise simplicity, but few deliver accountability. BlockVantage does both. Blockboard’s AI-powered platform lets you launch high-quality campaigns in minutes — across screens, including TV — with no media buying expertise required. Real-time reporting, verified impressions and a flat 15% fee mean no surprises when the invoice arrives. Built for lean teams and ready to scale. Learn more MARKETING The Business of AI Cannes Briefing: Cannes is selling AI transformation. Off stage the talk is about the bill The quiet part of the AI conversation at Cannes: what it actually costs The Creator Economy Forbes tests a creator-led audience play to grow off-platform reach  Forbes is yet another publisher tapping creators and their audiences to drive off-platform growth – with a slightly different structure. PARTNER INSIGHTS FROM OPTABLE More advertisers are using agentic AI, but desire additional governance A recent Digiday and Optable survey found that while 89% of advertisers are working with agentic advertising, 63% say brand safety and governance limit further investment and scale. Marketing on Platforms Amazon's latest ad format offers a glimpse of advertising's agentic future Amazon’s Alexa+ agentic ads bring advertising into AI shopping conversations, raising questions about paid versus organic visibility. PARTNER INSIGHTS FROM NEXXEN Why advertisers need DSPs with native TV intelligence Advertisers don’t plan CTV in isolation; they plan TV more broadly across fragmented, converging viewing experiences. Brands care about incremental reach, effective frequency, consistent storytelling and outcomes they can explain with confidence. Advertisement Business of TV Omnicom Media and Disney Advertising collaborate to enable sequential ads in streaming Omnicom Media and Disney have implemented a connected TV ad solution that enables dynamic sequential storytelling across VOD and live programming. PARTNER INSIGHTS FROM PIANO Publishers' top application of AI is optimizing ad sales According to a recent Digiday and Piano survey, the majority of publishers (84%) are currently using or actively piloting AI tools for ad sales or ad operations, including proposal generation and campaign management. DIGIDAY+ Member exclusive Ad Tech Briefing: Agentic AI, interoperability and control dominate Cannes Lions announcements All the Cannes-related ad tech announcements you’ll need to appear informed. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy