Contextual advertising is returning in importance as a marketing method Sportradar’s 20-year experience of providing scaled data and technology because it has the power to match messages with the sports-related capabilities to the various constituencies within the sports eco-system, digital content fans are enjoying. combined with our agnostic one-to-many philosophy, makes us well positioned to invest in the innovation required to support this progression However, to enable greater accuracy and personalisation, the industry is toward first party fan data collaboration. We have developed the first becoming more focused on building strategies to capture and connect sports industry-specific Data Clean Room, and combined it with our first party data. This identity data is collected directly and consensually sports-specific marketing activation platform – ad:s. from fans, delivering far greater accuracy and reliability than third-party data. This next generation sports Data Clean Room technology will power much more effective collaboration of anonymised first party data between As such, a development making significant impact is the evolution of Data sports federations, leagues, teams, media companies and sponsors, for Clean Rooms. These are secure environments facilitating data the benefit of all participants – and at the same time, the fan experience. collaboration between willing participants, including rights-holders, brands and media-owners. This enables the anonymised and compliant Data Clean Rooms delivers secure, centralised repository for all sharing of first party data to create far richer, multi-dimensional profiles of participants to access, creating much deeper insights around fan fans around their priority interests and inclinations. preference and intent. As an example, it enables the creation of very precise, high-intent segments for sponsors to target, while fully Not all Data Clean Rooms are the same however, as they can differ in safeguarding fan privacy. structure, privacy, flexibility and the ability to scale as required. The best versions utilise the latest ‘confidential computing’ cloud technology to For the rights-holder, Data Clean Rooms brings much-needed order and ensure that no data can be compromised, while offering the flexibility and control to cross-partner data utilisation, allowing them to more effectively scalability for collaborations between multiple partners. manage multiple partner and sponsor access demands, while protecting fans from a negative experience as a result of over messaging.