Global beverage brand
Global Beverage Brand — FIFA World Cup 2026
Premium, verified video delivery connecting a global brand with U.S. Hispanic football fans around the 2026 FIFA World Cup.
Cognate role: Media & network partner
Challenge
A global beverage brand, working through its lead agency, set out to reach U.S. Hispanic audiences at massive scale around the 2026 FIFA World Cup — with premium video, guaranteed delivery, and uncompromising standards for viewability and brand safety.
Insight
Around a global sporting moment, attention is everywhere — but quality is not. Reaching U.S. Hispanic fans at scale only matters if every impression is viewable, brand-safe, and independently verified.
Strategy
As the premium media delivery partner, Cognate's role was focused and disciplined: supply and manage high-quality U.S. Hispanic video inventory, guarantee delivery through Programmatic Guaranteed, and hold every impression to an independent quality standard.
Solution
Cognate built the delivery on three pillars:
- A premium U.S. Hispanic publisher network — leading Spanish-language news and sports environments.
- Programmatic Guaranteed video to secure premium placements and guaranteed delivery.
- Independent verification with Integral Ad Science (IAS) for viewability and brand safety on every impression.
Execution
Across a 56-day World Cup flight, Cognate managed delivery day by day — pacing against plan, optimizing toward viewability, and reconciling ad-server and third-party (IAS) measurement to keep quality high and delivery on track.
Results
At the campaign's mid-point, delivery was running on plan and on quality. IAS-verified viewability held above the video benchmark and climbed toward the 80% goal — with recent days reaching roughly 80% — while Programmatic Guaranteed pacing kept delivery within 0.3% of plan, every impression in an independently verified, brand-safe environment across Cognate's premium U.S. Hispanic publisher network.