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Sportradar has integrated its ad:s technology into Snapchat, providing a new channel for betting operators to engage and acquire customers.

The move means Sportradar can connect its operator clients with Snapchat’s more than 750 million monthly active users while using the app’s advanced age and location targeting capabilities to ensure that only legal betting audiences are reached.

Sportradar said Snapchat was an important addition to the ad:s portfolio due to its popularity in mature territories like Western Europe and growth markets like the US.

Developed specifically for the iGaming industry, Sportradar’s ad:s paid social solution uses AI to provide operators with a deeper understanding of their customers and will serve personalised adverts to potential customers across Snapchat’s social channels.

Using data-driven automation and programmatic technologies, ad:s generates sports betting ads and highly targets their delivery to bettors on social media. The service includes campaign management, measurement tools to optimise performance, and automated creative production for features such as sporting fixtures and betting odds.

Sportradar global director of ad sales Florian Geheeb: “Operators are increasingly turning to paid social advertising to boost their acquisition campaigns as it’s a great tool for targeting defined customers.”

“More than three billion people worldwide actively engage with social media each month, so operators are increasingly turning to paid social advertising to boost their acquisition campaigns as it’s a great tool for targeting defined customers,” said Florian Geheeb, global director of advertising sales at Sportradar.

“By integrating our industry-specific advertising solution into Snapchat, one of the world’s most consumed and strategically important social media platforms, Sportradar is unlocking a new channel to optimise the marketing performance of sportsbook operators,” he added.

According to Snapchat data from 2021, the app’s largest user group is aged between 13 and 34, accounting for around 71% of daily active users.

Snapchat’s user base is predominantly male and the US is its most popular market.

Ross Hartnett, real-money gaming manager at Snap Inc, said: “By combining Sportradar’s industry expertise with Snapchat’s advertising products, we look forward to continuing to innovate unique user experiences for operators and Snapchatters.”

Sportradar said it encourages all clients to remove identified “at-risk” individuals from their paid social activity and digital advertising campaigns, while Snap Inc. has worked closely with industry stakeholders such as the Betting & Gaming Council’s (BGC) Ad Tech workstream to ensure that operators are able to market their services responsibly.

The move comes as the gambling industry continues to look for new ways to reach potential customers through targeted advertising, especially in the US, where above-the-line marketing has proved costly and dragged on profit potential.

Earlier this month, DraftKings CEO Jason Robins said the company was seeing far better conversion and response on digital ad channels in new states.

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