Sportradar, a global provider of sports betting and sports entertainment products and services, has announced the acquisition of Fresh Eight Ltd (Fresh Eight), the operator of a personalized messaging platform in the global betting and gaming marketplace.
Through the acquisition, Sportradar hopes to strengthen its digital marketing services platform with a dynamic creative optimization (DCO) personalization technology in both display and paid social, enabling sportsbook operators to fully optimize their media investments. The technology also allows sports-orientated publishers to control the integration of native and personalized sport-betting content into their platforms, according to the company.
The acquisition complements Sportradar’s existing ad:s platform offering (https://www.sportradar.com/ads/), which provides highly targeted programmatic advertising capabilities to a significant number of betting and gaming businesses.
The company added that the newly combined offering will widen the ad:s platform’s marketing channel access and enhance its overall performance efficiency proposition, built around reduced operator CPAs, higher ROAS and significant work-flow improvements. In particular, in addition to enhancing the ad:s platform’s display channel capabilities, it will also allow ad:s customers to benefit from the same data-driven personalization within the increasingly important paid social channel, where significant media investment is now being focused.
Among Fresh Eight’s current operator clients are FanDuel, Entain, William Hill and LeoVegas, as well as major sports publishers ESPN, CBS Viacom, NBC Sports and News UK.