SVG All-Stars: Kelsey Kjeldsen, Senior Director and Video Ads Platform Lead, DTC Products, Tech, and Operations, NBA

Leading the NBA's video-ads platform, this Penn State grad is at the forefront of monetizing sports video in the modern age

The sports-production industry continues to evolve at a remarkable pace, fueled by new technology, new workflows, and a new generation of leaders pushing the craft forward. Now in Season 3, our SVG All-Stars series highlights the innovators and decision-makers driving that progress. Through each conversation, we explore their career paths, leadership philosophies, creative and technical breakthroughs, and the ideas shaping the future of live sports production.

As the direct-to-consumer era continues to redefine how sports content is delivered and monetized, the technology powering digital advertising has become just as critical as the content itself. Kelsey Kjeldsen, senior director and video ads platform lead, DTC products, tech, and operations, NBA, is at the forefront of that evolution, helping shape how fans experience live games broadcasts and on-demand content across web, mobile, and connected devices.

Kjeldsen oversees the league's end-to-end video-advertising ecosystem, leading implementation of advanced ad technologies, including server-side ad insertion (SSAI) and dynamic ad insertion (DAI), across all NBA digital platforms. Working closely with engineering, product, ad operations, and analytics teams, she ensures that monetization strategies are seamlessly integrated into the viewing experience, balancing revenue goals with playback quality, latency, and overall fan satisfaction.

She joined the NBA in 2022 following early experience in OTT streaming at beIN Sports. At the league, she quickly established herself as a leader in a rapidly evolving space. Whether supporting tentpole events like NBA All-Star or helping modernize the league's advertising infrastructure, she brings a collaborative, solutions-driven approach to a role where urgency and innovation go hand in hand.

Kjeldsen oversees the NBA's video-advertising ecosystem. In this edition of SVG All-Stars, Kjeldsen discusses the evolution of SSAI and programmatic advertising, the importance of cross-functional collaboration in DTC environments, and how ad technology is shaping the future of the fan experience.

What are the key responsibilities of your current role?

I serve as the video ads platform lead for the NBA, overseeing the end-to-end operations of our digital-advertising ecosystem across web, mobile, and CTV experiences. In this role, I lead and facilitate the full implementation of our video-advertising stack across all NBA digital properties, including dynamic ad insertion to ensure that every live game and VOD stream is set up to deliver the optimal fan experience. I'm responsible for the video-ad-delivery tech stack and monetization workflows - from ad serving and measurement to data integrations and platform partnerships - and work closely with the engineering, ad-operations, product-design, and analytics teams to continuously refine ad delivery, playback quality, and latency.

A key aspect of my role is leading cross-functional and partner collaboration to modernize the NBA's display- and video-advertising ecosystem using SSAI/DAI and programmatic tech, driving operational efficiency while advising leadership on performance, risk, and monetization strategy.

What is one key industry trend that you believe is having a major impact on your organization right now?

DTC advertising is always shifting in terms of the technical solutions that create business opportunities. The SSAI/DAI trend is not new but has gone through various phases of evolution from the transition of CSAI [client-side ad insertion] to SSAI trends to optimization of programmatic advertising and interactive video ads (trivia, QR codes, pause ads, etc.). We expect video-advertising technology to become only more integral across the industry as DTC content and programming grow.

What is one core philosophy you try to live by when managing your team/operation?

I believe in true team collaboration regardless of corporate title. I try to ensure that every team member has a voice and feels heard. If a teammate wants to learn about any part of our NBA ecosystem they aren't directly involved in, I try to be a resource. Advertising is a key component of our business, so urgency is constant. I try to remind my team that we share the same goal. While we strive for perfection, unexpected outcomes will arise. We will manage them together and remain as measured as possible. We will learn from the past and improve as the seasons come and the technology changes.

What is your favorite event(s) you've ever worked?

This year's NBA All-Star in Los Angeles was an incredible experience. NBA All-Star is a marquee event of the NBA calendar, and it's great to see how all the behind-the-scenes work truly impacts and reaches our fans. We have such a passionate fanbase, and it's incredible to experience first-hand the enthusiasm on display when they get to watch their favorite players.

Kjeldsen shows off the NBA's 75th-anniversary ball and Larry O'Brien Championship Trophy. NBA All-Star is also a showcase of league partners, engaging on-court competition and events, and innovations for our digital-advertising offerings. We always look to elevate what we're doing from a traditional-advertising standpoint and find opportunities for cross-functional collaboration. NBA All-Star presents new ways for us to bring to life the various sponsorship and digital-advertising offerings across our supported devices. It's rewarding to follow our digital properties throughout the weekend and see the impact we're having on the user experience worldwide.

How did you get started in sports production? What was your first job in the business?

I started in mobile development after graduating colleg

LINK:	https://www.sportsvideo.org/2026/04/27/svg-all-stars-kelsey-kjeldsen-s...
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