By
Dan
Kleiner
Editor
Better Collective has launched FanReach, a tool designed for the US audience for sports betting audiences and advertisers.
The tool enables advertisers to act against real fan signals derived from the affiliate’s owned and operated media sites. This includes engagement depth, content consumption patterns, behavioural and transactional indicators, device usage, sportsbook affinity and geographical insights.
FanReach was designed to bring together Better Collective’s zero and first-party audience data, publisher network and AI-driven predictive model to provide advertisers with a single fan graph for reaching sports bettors.
Audience segments for the tool have been built on fully consented data signals that reflect real fan behaviour to enable scale in a “privacy-first environment”.
The new tool was constructed to be a foundational building block of AdVantage, Better Collective’s data-driven monetisation ecosystem designed to enhance value across the group’s brands.
Better Collective has claimed in the launch to be the “only open-end ecosystem at scale in the US” built predominantly on authenticated first-party data and supplemented by zero-party data. It holds the view that most open advertising ecosystems rely primarily on third-party data in the market.
“The launch of FanReach is a strategic milestone for Better Collective,” said Jesper Søgaard, Better Collective co-founder and co-CEO.
“It strengthens the foundation of our AdVantage ecosystem by allowing us to better understand our users, segment them intelligently, and monetise those audiences across platforms.
“With FanReach, we can help partners and advertisers activate attractive and highly engaged premium sports audiences with greater precision and performance in a privacy-first environment.”
The affiliate group acknowledged that the plan is for FanReach to be rolled out to more US brands and rolled out to other markets in the future.