Sportradar announced the launch of Sportradar FanID. A unique first-party marketing solution combining the first clean data initiative for the sports industry.
The novelty arrives accompanied by the company’s proprietary marketing activation technology, to offer to rights and brand holders. This is a milestone in personalized fan engagement in a post-third-party cookie world.
Sportradar is well positioned to provide this solution for brands and rights holders, leveraging its vast network of global customers and partners.
Coupled with the company’s data coverage and sophisticated advertising technology, it can provide deeper, contextually relevant insights into sports fans for these companies to monetize.
The expected removal of third-party cookies in 2024 is compelling marketers to find alternative methods for collecting and leveraging data to connect with consumers.
Sportradar’s clean data solution addresses this challenge for the sports industry by enabling multiple parties to collaborate on first-party datasets.
Built using confidential cloud computing technology, it provides a secure, privacy-compliant way to reach sports fans at scale.
Details about how Sportradar FanID works
Therefore, Sportradar FanID benefits rights holders by providing a greater understanding of fans’ interests and purchasing intentions.
Eventually, at the same time, improving the value they offer to sponsors.
For brands, Sportradar FanID facilitates direct and scalable engagement with fans through personalized, timely and relevant ads.
Data Collection: Rights holders and brands incorporate interactive tools into their digital channels to capture data.
Data Connection: Collected datasets are shared in the clean data room to create comprehensive, anonymized fan profiles.
Data Activation: Leveraging proprietary marketing activation technology, relevant and personalized digital advertising content is delivered on an individual basis.
Data Orchestration: Content is delivered to fans at the right time and through the best channel, with measured effectiveness.
Rainer Geier, EVP, Fan Engagement at Sportradar, said: “The collapse of the third-party cookie represents a significant opportunity for rights holders and brands.
All of this to gain a greater understanding of fans, while also enabling more efficient and seamless delivery of digital advertising content.
We are industry leaders and partners with many customers around the world. So that allowed us to gain the most comprehensive understanding of fan behavior and insights.
Sportradar FanID is an example of how we are extending our innovative capabilities, and it will serve as a catalyst for further product innovation. Thus, increased monetization potential.”
