With the 2024 Paris Olympics looming large, sports were front of mind for attendees and exhibitors of the 2024 NAB Show. Further down the line, technical preparations are already being put in place for the 2026 World Cup soccer tournament, and where there are sports there is most certainly advertising. While big players like Brightcove, Harmonic, Synamedia and MediaKind were all showcasing in-house server-side ad insertion (SSAI) capabilities as part of their sports streaming processing and delivery packages, it is rare to come across ad tech specialists to have survived the evident scenes of industry consolidation. Google’s presence was notably scaled down this year, opening up a window for vendors integrating with the Google ad tech ecosystem. Harmonic showed us…