Programmatic advertising: How bookmakers can eliminate advertising waste

How can programmatic advertising help bookmakers stand out in a crowded sports betting marketplace? Get the answers to the key questions below from our experienced, knowledgeable ad:s team.

What is programmatic advertising?

Programmatic advertising is the automated buying and selling of advertising, using cutting-edge technology and algorithms to ensure the most relevant and engaging ad-content gets in front of consumers. This differs from more traditional forms of digital advertising, which are generally performed manually.

By automating the process, bookmakers, for example, not only reduce the time required to launch and complete campaigns, they also ensure a better ROI for their budgets by getting adverts in front of sports fans more efficiently.

How does programmatic advertising for bookmakers work?

The ad:s programmatic solution relies on three essential components.

Firstly, a database of user information collected from a range of online sources, ensuring a clear picture of sports fans, including their preferences and behaviours.

Secondly, the technology to put these insights into action, through a programmatic platform that allows campaign objectives, targets, budgets and messages to be optimised in real-time.

Thirdly, reliable and cost-effective connections with a bookmaker’s chosen target through access to the most influential publishers.

Is programmatic advertising effective?

Programmatic is one of the most efficient and effective forms of digital marketing. When coupled with quality data, the right tech solutions and human expertise, the results make it a crucial element of any digital marketing strategy.

Programmatic can create audience segments based on historical data before actioning an automated campaign to buy audiences at scale while being able to optimise in real time, thereby reducing time and budget wastage.

What is a Data Management Platform (DMP)?

A Data Management Platform (DMP) is tech used for managing and collecting online data, designed to run digital marketing campaigns more efficiently by building a clear online profile of sports fans.

What is a Demand-side Platform (DSP) in advertising?

Demand Side Platform (DSP) is ad-technology software that allows bookmakers to buy online media in an automated, targeted and efficient fashion, at scale. With Sportradar ad:s, it allows bookmakers to target their chosen audience by using our first to market proprietary, betting specific DSP.

How does Dynamic Creative Optimisation work?

Dynamic creative optimisation is a form of real-time display advertising , which creates personalised and targeted ads to consumers, based on data, location, behaviour and our own algorithms.
For operators this ensures the most appropriate and relevant advertising content is shown at the right time and the right place to help conversions.

How does Sportradar’s ad:s target advertising to sports fans?

As a platform, ad:s is based on four tangible advantages that only Sportradar can offer:

  • Exclusive access to data sources that give a unique understanding of the betting consumer.
  • Proprietary marketing technology designed specifically for the sports betting sector.
  • A range of best-in-class content products that make your marketing messages relevant and more likely to convert.
  • Access to an unrivalled breadth and quality of media and rights owners.

Using Artificial intelligence and data-driven analytics, as well as the combination of user and bookmaker data, the Sportradar ad:s algorithm is specifically developed for the sports betting funnel, while the customisable retargeting options also help aid user acquisition.

With a sports betting business founded on fast and accurate data, as well as strong relationships with publishers globally, Sportradar is able to improve efficiency with targeted spend, increased transparency and greater ROI.

Using our unique position at the intersection of the sports betting and media industries, Sportradar is perfectly positioned to ensure bookmakers get their advertising in front of the most appropriate sports fans.

Eager to save money and see better performance from your online advertising campaigns?

Contact the ad:s sales team on

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