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Articles for Dario Sheikh

Trillions of signals and billions of people: how systems score goals

Whoever your target audience is, and whichever signals best predict their conversion likelihood, marketers must seriously consider and account for the 2026 FIFA World Cup in their strategies this summer. FIFA estimated that over six billion people will engage with this year's tournament — the largest live audience in sport history, fragmented across linear, streaming, broadcaster apps, and phones. There's a high likelihood that a significant portion of your audience will be watching. The question is: can you reach them cost effectively? Streaming CPMs could rise sharply as demand concentrates around the tournament.