Yahoo completes first NFL live stream

Yahoo completed its first global live stream of a regular season NFL game across devices yesterday, in what it claimed was “a new era of sports programming” for the company.

Yahoo streamed the NFL International Series American football game between the Buffalo Bills and Jacksonville Jaguars from London’s Wembley Stadium and signed up more than 30 brands as advertisers for the online broadcast.

Advertisers including American Express, Bose, Chrysler, Emirates Airline, KFC, Microsoft and T-Mobile were able to select global or US-only advertising to reach the most attractive audiences.

Yahoo also said that ad partners could also use Yahoo’s demographic and viewership data for “retargeting at scale” to engage their audiences with display, video, native and search advertising across Yahoo’s properties.