Sports data firm Sportradar has launched a new end-to-end first party marketing solution that enables the sports industry to collect data through alternative means with Sportradar FanID

The latest solution from the company leverages its marketing activation technology to offer rights holders and brands a “personalised fan engagement in a post-third-party cookie world”. 

There has been much deliberation within the tech space of what the removal of third-party cookies looks like in 2024 as alternative methods to collect data have been proposed to marketers in not just sports, but a majority of industries. 

Sportradar aims to stake its claim as a viable option by using its data clean room to enable multiple parties to collaborate on first-party datasets, providing a secure and privacy compliant method to scale its user base. 

FanID allows rights holders a greater understanding of fans’ interests and purchase intent, while enhancing the value they provide sponsors. For brands, the data solution facilitates scalable, direct engagement with fans through personalised, timely and relevant ads.

The process includes Data Collection for rights holders and brands to embed interactive tools into their digital channels to capture first-party data, as well collected data sets that are shared in the data clean room to create comprehensive and anonymized fan profiles.

Data Activation leverages proprietary marketing activation technology, relevant and personalised digital advertising content is served on a one-to-one basis, while Data Orchestration enables content to be delivered to fans at the right time and through the best channel with effectiveness measured.

Rainer Geier, EVP, Fan Engagement at Sportradar, said: “The crumbling of the third-party cookie represents a significant opportunity for rights holders and brands to gain a greater understanding of fans, while also enabling more efficient and seamless delivery of digital advertising content. 

“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 serve as a catalyst for further product innovation and increased monetization potential.”

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