The goal of the acquisition is for Sportradar to enhance its marketing services for betting and gaming clients, complementing its ad:s platform.
Fresh Eight operates a personalized messaging platform geared towards the gaming and betting industry. With their technology, Sportradar can further optimize and personalize the marketing content through its existing ad:s platform.
Sportsbook operators can better optimize their media investments as now Sportradar can personalize both paid and display ads. The technology is called DCO (dynamic creative optimization) and shows users content based on their previous activity. Most often, this tech is used for retargeting purposes.
The ad:s platform will have more optimized performance and broader access across marketing channels, all of which reduce the cost per acquisition (CPA) and increases return.
Significant media spend is focused on paid social channels. Through the acquisition, ad:s customers can benefit from data-driven personalization within these social channels. Through this personalization, customers can expect higher ROAS in an area of increasing importance.
Fresh Eight is a renowned tech provider, recently making deals in the US with tier one operators and publishers. Its list of operator clients includes names like William Hill and FanDuel, and its publishers include ESPN, NBC Sports, and CBS Viacom. These are three of the largest sports publishers in the states.
The founder and CEO of Fresh Eight, Andrew Sharland, states “We founded the business with the ambition to substantially improve advertising efficiency and returns”.
That ambition continues through this acquisition, as “data is the core DNA of both Sportradar and Fresh Eight with a shared vision of how intelligence and automation can transform marketing efforts in the betting and gaming vertical.”