dentsu Partners for Sports Fan Segments and Insights

Marcoms group dentsu has announced a strategic partnership with Sports Innovation Lab, promising its clients specialized access to sports audiences 'across any publisher or platform', as well as sports-related insights.

Sports Innovation Lab, which earlier this month partnered with Proximic by Comscore, helps brands and sports properties optimize their sponsorship activity, targeting and fan experience. Its flagship offering is the Sports Data Cloud, which uses proprietary observational, transactional and deterministic fan data to help client organizations understand their customers and acquire more of them. With the dentsu partnership, this data will now be available through the latter's Merkury global data, identity and insights platform, which boasts access to 268m 'reachable' US adults.

The integration is built on a 'privacy-first', cohort-based scoring method which uses person ID-based connections to target users across 100+ publishers and ad tech platforms including CTV, social media and display media.

Jennifer Pelino, Chief Commercial Officer and President, Data Cloud at Sports Innovation Lab comments: 'This is an amazing opportunity for dentsu clients to gain direct access to purchase-based sports data that can be leveraged for planning, insights and activation. Sports audience data has historically posed a challenge for brand advertisers because it is limited or bundled as part of media publishers' promotions and sponsorship deals. Now, brands can use this data to meaningfully enhance their advertising strategies during key events like the NFL season or the holiday shopping rush, driving increased engagement and ROI'.

Web sites: www.sportsilab.com and www.dentsu.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.