New Jersey sports betting operator FanDuel has turned to the Fresh8 agency to handle its advertising needs in the Garden State and beyond. The multi-state, multi-platform deal will see FanDuel using Fresh8 to machine optimize its advertising inventory across programmatic, social, display, and on the FanDuel site itself.

Fresh8 creates and delivers machine optimized marketing assets from an operator’s wagering and CRM data. The aim is to make best use of an operator’s marketing spend through real time creative decision making, while minimizing the time and overhead of producing, and distributing digital marketing assets by hand.

Initially, FanDuel will use this technology to build real time image and video based advertising across its programmatic channels. This will then be rolled out to affiliate partners who can embed the technology simply using one line of code. By using the Fresh8 automated advertising technology, FanDuel will offer consumers, it said, “…real time wagering opportunities deep within content experiences”.

The IGT integration for FanDuel sees Fresh8 now live on all the major US sports betting platform providers including Amelco, Kambi, SBTech, and SG Digital.

Aaron Dugan, Head of Online Marketing at FanDuel, commented: “The Fresh8 self-build technology enables us to massively scale our advertising effectiveness. The real time nature of sports betting means manually built campaigns are no longer viable. Fresh8 helps us distribute our proposition in real time and at massive distribution scale. As soon as a bet is available in our platform, Fresh8 ensures it is also front and center in every display, affiliate, and social advert we have.”

Andrew Sharland, CEO at Fresh8 Gaming, noted: “We are excited to be working FanDuel, the early market leader in the USA who already have a fantastic brand recognised across the country. We are delighted FanDuel chose us to help them achieve advertising scale across channels as they expand state-by-state across the USA including helping them activate their tier 1 media company relationships.”