"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."
""This intelligence is going to be able to deliver different results than what maybe we would have had when we were only utilizing third-party data," said Marty Blich, executive director, head of U.S. sports investment & partnership at WPP Media. "It's about getting smarter. It's about getting more effective. It's about getting faster and actionable on what we do.""
WPP Media has partnered with Genius Sports to integrate first-party league, team and transactional data from Genius's 250-million-consumer FanGraph platform into WPP Media’s planning and data systems, including Open Intelligence. The partnership will create an exclusive Brand Sports Momentum Score that measures fan acquisition, retention and spend against brand-specific audiences. The score is intended to help clients identify less obvious sports audiences beyond major tentpoles and improve outcomes. Executives say first-party data will enable different, faster, and more actionable results than relying solely on third-party data. The sports marketplace remains strong and is expected to contribute heavily to this year's ad spending.
Read at Digiday
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