Sixteen days with no club football, September 21 to October 6. FIFA merged the September and October windows into one, so national teams play up to four matches each while the leagues sit idle.

What is still on:

• four UEFA Nations League matchdays, one every other evening

• AFCON qualifiers, 48 teams across twelve groups

• the CONCACAF group stage, kicking off at night in European time

• September 29, when the MLB playoffs and the NHL opener land on the same day

Live targeting in the dashboard covers most of that list. Tick Football, Baseball and Hockey, and impressions only run while the matches are on.

We put the whole window on one calendar, with the GEOs that open up and the dayparting that keeps half a budget from burning at four in the morning.