Sportradar, a global leader in sports data intelligence, has launched an innovative end-to-end first-party marketing solution, aiming to revolutionize user data generation for rightsholders and companies while circumventing the use of third-party cookies.

Amidst evolving trends in search engines and government regulations, Sportradar anticipates the diminishing relevance of third-party cookies as tools for data collection. Third-party cookies, embedded in websites to track user movements, have faced criticism for privacy breaches, leading to increased scrutiny and regulatory measures.

Sportradar’s first-party marketing solution is designed to address these concerns by utilizing first-party cookies deployed directly by the brand. This approach provides users with greater transparency regarding data usage and empowers them to consent to the creation of personalized experiences.

The new product integrates a data clean room, eliminating the need for third-party cookies while still generating valuable sports fan data. Mike Falconer, Sportradar’s VP of Fan Engagement, during a company webinar, emphasized the responsible custodianship of fan data, describing, “Within the architecture of the platform, simple things like… the frequency which fans are engaged, can be controlled. Certainly, leagues and federations are conscious that they don’t want to exploit their fans for commercial gain in a way that is going to affect their enjoyment of the sport, as sports fans are first and foremost absolutely.

Falconer highlighted the platform’s architecture, allowing control over engagement frequency to ensure a balance between commercial interests and fan enjoyment. The upcoming print edition of Trafficology will delve deeper into the insights shared during the webinar.

Sportradar’s FanID, the cornerstone of this initiative, follows a four-stage data analysis process. It begins with data collection through the integration of Sportradar’s tools into various channels. Subsequently, data from diverse brands is shared in the data clean room ‘to create comprehensive and anonymized fan profiles.’

In the final two steps, marketing activation technology is employed to deliver advertising content to users based on the collected data. Personalized advertising is then sent through the ‘best channel,’ ensuring a tailored approach that enhances the user experience without compromising data privacy.

Sportradar’s introduction of this first-party marketing solution reflects a proactive response to the evolving landscape of data privacy and regulations, signaling a strategic move to navigate the post-cookie era and provide a more responsible and personalized experience for sports fans.

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