Sportradar introduces FanID tool for personalised fan engagement
Sportradar, the leading sports technology company, has launched the Sportradar FanID, a product designed to offer rightsholders and brands personalised fan engagement in the evolving landscape of a “post-third-party cookie world.”
The Sportradar FanID is described as an “end-to-end first-party marketing solution,” combining the first data clean room for the sports industry with the company’s proprietary marketing activation technology. This move positions Sportradar ahead of the anticipated removal of third-party cookies in 2024, addressing the challenge and helping marketers find alternative methods for collecting and leveraging data to connect with consumers.
The data clean room, according to Sportradar, enables multiple parties to collaborate on first-party datasets securely. Leveraging confidential cloud computing technology, it provides a privacy-compliant way to reach sports fans at scale.
“The crumbling of the third-party cookie 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,” said Rainer Geier, Executive Vice President of Fan Engagement at Sportradar.
“We are the industry leader and partner to many clients around the world, which has allowed us to gather the most comprehensive understanding of fan behaviour and insights. Sportradar FanID is an example of how we are extending our innovative capabilities, and it will catalyse further product innovation and increased monetisation potential.”
📢 In a post third-party cookie world, how do you engage with sports fans? Sportradar FanID is an end-to-end solution combining the 1st data clean room built specifically for the sports industry & our proprietary marketing activation tech.
Learn more ➡️ https://t.co/F6TPsC23lc pic.twitter.com/ZD8WW9w1zn
— Sportradar (@Sportradar) January 16, 2024
Sportradar FanID aims to benefit rightsholders by providing a deeper understanding of fans’ interests and purchase intent, ultimately enhancing the value they offer sponsors. For brands, the FanID facilitates scalable, direct engagement with fans through personalised, timely and relevant ads.
The FanID process involves data collection, where interactive tools are embedded into digital channels to capture first-party data; data connection, where collected data sets are shared in the data clean room to create fan profiles; data activation, involving the serving of relevant and personalised digital advertising content on a one-to-one basis; and data orchestration, ensuring content is delivered to fans at the right time and through the best channel.
Sportradar’s vast network of global clients and partners positions it as a key player in providing this solution to brands and rightsholders, solidifying its role as an industry leader in fan engagement and data-driven innovations.
