On the the last workday before the Super Bowl and with Winter Olympics’ opening ceremonies just hours away, WPP Media has formed a partnership with sports data platform Genius Sports, Digiday has learned.
The plan is to integrate Genius Sports’ first-party league, team and transactional data – derived from Genius Sports’ 250-million-consumer FanGraph platform – directly into WPP Media’s own planning and data systems, including Open Intelligence.
By pairing Genius Sports’ first-party audience insights with WPP’s own data resources, the partnership is creating an exclusive “Brand Sports Momentum Score” that measures fan acquisition, retention, and spend against brand-specific audiences, which will help WPP Media guide its clients to finding less obvious audiences in sports that might fall outside the major tentpoles — and get closer to delivering on outcomes.
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