Sportradar Inks Live-Data Deal With FanServ For Real-Time Digital Ad Platform

Sports data outfit Sportradar has struck a partnership with California-based FanServ to create a new real-time digital advertising platform that connects to Sportradar's live sports data. The new product, branded SportServ, will serve up ads based on a wide array of customizable, real-time data triggers, such as a specific player scoring a certain number of points or making a game-changing play. The product bears some similarity to ESPN’s recently introduced LiveConnect service, but FanServ will be usable with any digital publisher and ad server, and allows for third-party data integrations. Early clients of FanServ have included SeatGeek and the Ducks, and Sportradar and FanServ have constructed a revenue-sharing agreement around SportServ. Sportradar U.S. Head of Business Development Benn Gurton said, “This alliance allows both brands and publishers to sync creative to live game action and target delivery based on live events and location like they’ve never been able to before."