Consumers will now be targeted with the latest odds and betting content on social media advertisements.

Sportradar has announced that its proprietary AI-driven technology will update social media advertisements in real time to “reflect betting market movements, including live odds, as well as casino games and jackpot value.”

The video advertisements will be integrated into its ad:s paid social marketing service and be available for sports betting and igaming clients. 

According to Sportradar, the “industry-first solution”  will allow clients to deliver “more relevant adverts at speed and scale” and enable “enhanced campaign efficiency”.

Nicki Beier, SVP Marketing Services at Sportradar, said: “Our paid social media clients have already seen fantastic results using static creative ads informed by our live data.

“By integrating real-time shifts in betting odds with Sportradar’s 23 years’ worth of historical data, we are maximizing the potential of social media as a performance marketing channel for sportsbook and casino operators by delivering more relevant, engaging and better-performing video adverts.”

The new feature has initially been taken up by Meta and will be available across its platforms, including Instagram and Facebook.