DAZN Upfronts 2027: AI-powered trading to streamline premium video buying – DAZN Media+ will introduce an AI-powered Sales Agent designed to help advertisers and agencies discover, evaluate and buy premium video inventory.
The new tool is planned to go live in 2027. It will give buyers a more direct way to access DAZN Media+ inventory, pricing, catalogue information and campaign data.
Importantly, the announcement shows how quickly AI is moving into media trading. DAZN Media+ is pitching the Sales Agent as a practical workflow layer for agencies, while strategy and client relationships remain with human teams.
The system will support the buying journey from start to finish. For example, buyers will be able to identify live inventory, refine proposals, confirm buys and query live campaign performance.
As a result, agencies can access available formats, dayparts, audiences and pricing in a structured way. DAZN Media+ says this should reduce lengthy email negotiations and make premium video easier to manage.
Faster access to inventory
DAZN Media+ says the endpoint will be built agnostically. Therefore, advertisers, agencies and technology partners with buyer agents can connect through global and local industry standards.
The company says the aim is simple: make premium video inventory easier to discover, buy and report on, while reducing manual administration.
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