Programmatic advertising is quietly transforming the landscape of women’s sports, and Warner Bros. Discovery’s vice president of ad technology and operations, Huda Kazi, says it’s just the beginning.
Speaking with Beet.TV Editorial Director Lisa Granatstein at the FreeWheel Programmatic Summit in New York, Kazi said programmatic isn’t simply a tool for monetization. It’s a matchmaking engine, helping brands connect with passionate, engaged audiences in real time.
“Women’s sports aren’t background noise,” Kazi said. “People are tuned in, emotionally invested, especially in those peak moments when every second counts.”
That emotional engagement makes women’s sports a powerful environment for advertisers, especially when campaigns are informed by data and activated through automation. Kazi said Warner Bros. Discovery is “programmatic forward,” with a deep focus on preparation: ensuring supply partners, platforms and buyers all know when high-value inventory, such as a buzzy live match, is available.
Not just sports for smart targeting
For Kazi, the power of programmatic lies in its ability to surface new audiences and unlock insights.
“Sometimes the audience you think is watching isn’t who’s actually there,” she said. That’s where first-party data from platforms like HBO Max plays a critical role, helping WBD deliver better matches between brands and viewers, while maintaining privacy compliance.
And authenticity matters. Female athletes, Kazi said, bring a credibility to brand partnerships that resonates with consumers.
“When a female athlete endorses a product, viewers believe it’s one she actually uses,” she said. That authenticity is becoming increasingly attractive to brands looking to build long-term loyalty.
From experimentation to commitment
Kazi highlighted how programmatic buys often serve as a gateway to deeper advertiser investment.
“We’ve had clients start with us programmatically and return the next year with guaranteed commitments,” she said, adding that successful campaigns create a virtuous cycle. It’s good for brands, good for viewers and good for women’s sports.
While she dismissed the idea that women’s sports face unique challenges in programmatic, she acknowledged the complexities of managing demand surges during high-stakes moments. The company mitigates that by working closely with ad partners on pacing, frequency capping and campaign design to ensure quality experiences for viewers.
Democratizing opportunity
Ultimately, Kazi said, programmatic advertising has helped level the playing field.
“It democratizes access,” she said. “You come in looking for an audience. You find it in women’s sports. You track performance. And next time, you buy bigger.”
With data, automation and strategic commitment, Kazi sees programmatic as a growth engine not only for Warner Bros. Discovery, but also for equity and expansion across the sports media ecosystem.
You’re watching Beet.TV coverage from the Premium Programmatic Summit 2025, presented by FreeWheel. For more videos from this series, please visit this page .
