A recurring conversation had at NAB earlier this year, as vendors sensed opportunity ahead of a scintillating summer of sports, centered on the peaks and valleys in the value of advertising pods throughout a live sports broadcast, and how to react to unpredictable events in real-time. There is a natural positive correlation between the number of minutes elapsed during a sports event and the value of an ad pod. That is not rocket science. In the context of the almost-concluded 2024 European soccer Championship (Euros), data from dynamic ad insertion (DAI) specialist Yospace confirms that late drama—such as penalty shootouts and last-gasp goals—have been driving up ad views beyond what would normally be seen during top-flight soccer matches. On connected…