Advertising is approaching a paradigm shift. In 2024, 55 brands spent $600 million on ads for the NFL’s big championship game. How many of them could definitively prove it drove sales? Zero. Commerce leaders like Amazon are investing heavily in live sports because they offer massive reach and passionate fanbases, while delivering closed-loop measurable outcomes. What does this mean for brands? For the first time, advertisers can accurately measure engagement and conversion to allow for real time creative shifts - raising the bar for the rest of the advertising industry. Join leaders from Flywheel, Amazon Ads, and Energizer, as they share a coordinated Thursday Night Football campaign, and how brands can think about maximizing creative impact through scaled audiences of live sports.