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Sportradar has launched a new sports-focused marketing platform called FanID. The end-to-end platform collects first- and zero-party data from Sportradar’s partners, organizes it into anonymized profiles in a clean room, and delivers personalized ads to consumers. This is part of a four-pillar process that includes data collection, connectivity, activation, and orchestration using the company’s proprietary marketing technology.
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Sportradar works directly with sports betting operators, news organizations, and leagues/federations (including, but not limited to, NBA, NHL, MLB, and NASCAR), and given the widespread retirement of third-party cookies, FanID’s The company says it will benefit. . Google phased out third-party cookies for 1% of Chrome users earlier this month, and plans to phase out third-party cookies completely in late 2024.
“For rights holders, FanID will enable deeper insight and a better basis for engaging with (and) monetizing fans,” Mike Falconer, Sportradar’s vice president of strategy, said in a press conference last week. Deaf,” he said. Deliver an unparalleled level of personalized engagement, delivering specific messages in real-time that are relevant to consumers’ interests and preferences. ”
And fans will benefit from a more personalized marketing experience, Falconer added. “It’s important that fan experiences are curated, their rights and experiences are respected, and certainly in the new privacy environment, that fans are involved in some way.” I am. ”
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