'Project Instant': Turner Sports partners with Google to create real-time video ads for 2016 NBA Tip Off

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With the NBA 2016-17 season set to tip off tonight, Turner Sports is partnering with Google to create near-real-time video ads to be distributed programmatically via Google's DoubleClick Bid Manager platform. NBA footage from before, during, and after games, along with Inside the NBA studio coverage, will quickly be turned into branded ads.

Turner Sports is the first network or brand partner to distribute sports content via this initiative, which Google has dubbed 'Project Instant.'

The ads will also be used by Turner Sports across their social platforms and their NBA on TNT YouTube channel.

The highly-anticipated season tips off with a doubleheader featuring the Cleveland Cavaliers and New York Knicks, followed by the Golden State Warriors and San Antonio Spurs. Pre-game coverage begins at 5 p.m. ET and includes the Cavaliers’ ring ceremony.

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