Sportradar claims to be the first in the betting industry to provide social media video adverts that are powered through live sports data and odds. (Sportradar imagery)

Sports technology heavyweight Sportradar has today unveiled the addition of live sports betting and data content into its ad:s social marketing service.

The new feature has initially been launched across the various social media platforms owned by Meta, such as Instagram and Facebook.

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Sportradar claims to be the first in the betting industry to provide social media video adverts that are powered through live sports data and odds.

The AI technology used by Sportradar will generate and deliver tailored social media ads, that update in real-time “to reflect betting market movements.”

Niki Beier, senior vice president of marketing services at Sportradar, said: “Our paid social media clients have already seen fantastic results using static creative ads informed by our live data. Now, 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.”

Sportradar has said that ad:s can target all adverts to ensure only social media users of legal gambling age are reached, and that all its clients are encouraged to remove individuals perceived to be at risk from gambling advertisements from their social activity.

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The Switzerland-based firm launched its ad:s data-driven marketing platform in January 2019, with the range of services on offer including sponsorship consulting, search engine optimization, user interface and user experience consulting, programmatic advertising, pop-under ad networks, ad products, and affiliate marketing.

In May, Sportradar added audio channels to its ad:s service and extend its reach across additional digital-out-of-home (DOOH) advertising screens.

The addition of audio to ad:s allows Sportradar’s clients to reach digital audio listeners through podcasts, streaming services, and internet radio.

In addition, the company now offers access to a global advertising inventory of more than 600,000 digital outdoor screens in over 100 countries.