Sports data and content provider Sportradar has launched a programmatic ad solution via ad:s, its full-service, data-driven marketing solution for sports betting operators.

Complementing its existing range of sports betting services, the data and technology-driven marketing platform applies deep, analytical expertise to media investments, focused on eliminating waste and increasing returns.

According to the firm, with the sports betting landscape ever more competitive, efficient customer acquisition and retention is now the central question for running a successful sportsbook. 

Ad:s, it said, is uniquely positioned to address that challenge, based on five key reasons: a unique understanding of betting customers; a sector-specific data management platform (DMP:; custom-built marketing technology; best-in-class products; and access to a wide range of high quality media owners.

“Our programmatic offering is underpinned by Sportradar’s unparalleled knowledge of sports bettors, its rich quality of consumer insights, proprietary custom-built marketing technology, the best content products and deep industry relationships established over a longstanding history as a top sports data company,” said Felix Geyr, Managing Director, Sports Media at Sportradar. 

“With this distinct combination of benefits, our programmatic offering is set to be the most efficient and transparent solution in the market-place.”

ad:s’ programmatic solution launched in beta earlier this year, and since then, several operators have implemented it to reduce waste and improve targeting capabilities. 

The programmatic offering is part of its larger set of marketing services, which includes sponsorship consulting, SEO and SEA marketing, UI/UX consulting, digital traffic networks, pop-under ad networks, ad products and affiliate marketing.