Sports data intelligence specialist Sportradar AG has announced that it will be strengthening its AD:S digital marketing services platform following the purchase for an undisclosed amount of personalized messaging innovator Fresh Eight Limited.
The Swiss firm used an official press release to detail that the acquisition was conducted by its Sportradar Management Limited subsidiary on Tuesday so as to bring the British innovator’s cutting-edge dynamic creative optimization (DCO) personalization technology to its own AD:S platform. The company also explained that such advances are to allow its sports-orientated clients to better optimize their media campaigns and have more control over the integration of native and personalized sportsbetting content.
Sportradar AG provides bookmakers located around the world including giants such as Bet365, Entain and William Hill with real-time data and odds on more than 400,000 events from some 60 sports every year. The firm, which unveiled its artificial intelligence-driven Simulated Reality sportsbetting option early last year, moreover supplies partners in select international markets with integrity services as well as live audio-visual feeds on games from the National Football League (NFL).
Carsten Koerl serves as the Chief Executive Officer for Sportradar AG and he used the press release to assert that the purchase of Fresh Eight Limited is to permit his firm to boost the attractiveness of a platform that already delivers targeted programmatic advertising to a large array of online gaming and sportsbetting operators. He furthermore declared this newly-enriched AD:S offering will then exploit improved ‘display channel capabilities’ in order to allow customers ‘to benefit from the same data-driven personalization within the increasingly important paid social channel’ where large amounts of investment are currently being focused.
Sportradar AG described Fresh Eight Limited as ‘a highly regarded technology provider’ that has recently made ‘significant progress’ with top-tier operators in the United States’ embryonic sportsbetting market such as FanDuel Group and LeoVegas AB in addition to broadcasters including CBS, ESPN and NBC. It stated that the incorporation of the firm’s technology into its own AD:S service is furthermore destined to widen access, enhance efficiencies, reduce cost-per-action charges and, as a consequence, lead to higher return-on-ad-spend and ‘significant work-flow improvements.’
For his part and Andrew Sharland is the Chief Executive Officer for London-headquartered Fresh Eight Limited and he proclaimed that his firm had been established to ‘substantially improve advertising efficiency’ in order to help partners in the United States and Europe boost their returns. He additionally expressed optimism regarding his firm’s assimilation into Sportradar AG before reaffirming his commitment to supplying clients ‘with a compelling digital marketing offering.’