Sportradar is offering rightsholders and brands personalised fan engagement in a post-third-party cookie world through its new FanID offering.
The end-to-end first-party marketing solution combines Sportradar’s data clean room with its proprietary marketing activation technology.
Taking input from the company’s data coverage and advertising technology, the solution looks to deliver sports fan insights that are deeper and more contextually relevant for companies to monetise against.
Rainer Geier, EVP, Fan Engagement at Sportradar, said the “crumbling” of the third-party cookie, scheduled for this year, represents a “significant opportunity” for rightsholders and brands to “gain a greater understanding of fans, while also enabling more efficient and seamless delivery of digital advertising content.”
He said FanID will “serve as a catalyst for further product innovation and increased monetisation potential.”
The first part of the process sees rightsholders and brands embed interactive tools into their digital channels to capture first-party data, with collected datasets then shared in the data clean room to create comprehensive and anonymised fan profiles.
Relevant and personalised digital advertising content is then served on a one-to-one basis through proprietary marketing activation technology.
The solution, Sportradar said, also ensures content is delivered to fans at the right time and through the best channel, with effectiveness measured.
