FanServ and Sportradar engage fans when it matters most

New SportServ platform relies on real-time game events to trigger creative advertising with optimal impact

FanServ and Sportradar announced today a collaboration that will dramatically enhance the impact of sports advertising. The first-of-its-kind ad platform, SportServ, combines Sportradar’s real-time sports data and contextual updates directly with digital display and video advertisements. As a result, advertisers can now tailor their message and target their delivery as the action unfolds.

SportServ’s patent-pending technology delivers real-time “gameparting” or targeting. This allows clients to run a campaign during a specific part of game or based on a unique threshold event created by the merging of live game feeds with advertising technology standards for multiple users, on all digital platforms and all creative formats. These dynamic gameparted ads are served from a fully scalable platform based on a combination of audience data, live sports, and any additional desired third party data feeds.

“SportServ brings the game to your ads by combining Sportradar’s incredible real-time stats coverage, play-by-play and game results with our proprietary take on sports ad technology … including specific fan, stadium and event targeting that affords brands the opportunity to engage audiences when they are the most fanatical,” said Brad Friedman, CEO and co-Founder at FanServ. “We think of it as the advertisers’ seat at the bar, where they can join in on the fan’s conversation with messaging that is both timely and relevant. We know that all sports are local and that fan engagement spikes correlate directly with live game action.”

“With SportServ, advertisers can more effectively control the content of their messaging. 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,” said Benn Gurton, Business Development, US at Sportradar. “At the most excitement moments of any game, whether Stephen Curry is going off from three or Tom Brady is picking apart a defense, SportServ will allow brands to connect with consumers.”

See SportServ in action at


FanServ is provider of the patent-pending SportServ live ad platform, bringing the game to your ads.  The Irvine, California-based firm is a subsidiary of B3 Connect, a pioneer in the branded-sports app industry, founded in 2009. The company created the first, official revenue-generating branded-sports apps for teams in the NHL and the NBA. FanServ is an expert at monetizing fan engagement. Its ad platform gives advertisers a 24/7 touch point with their favorite fans, and provides brands with the only avenue for marketing with game events in real-time. For more information please click here.

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