Genius Sports, the international sports data technology company, has launched a product that aims to give advertisers and content owners new opportunities to measure and reach new audiences for marketing.

The platform’s new solution, FanHub ID, uses “proprietary online and offline data signals” to build profiles around fans, powered by AI-based technology.

The new technology is set to be rolled out and made available to every Genius Sports customer, and the company has said the platform will offer “a single, unified profile for millions of sports fans,” enabling its client brands to find a relevant audience “across programmatic and digital channels.”

The service, which Genius has said is privacy-compliant, enables unified personalization, measurement, and all-encompassing customer insight.

It will use signals such as sports app sign-ins, live streaming data, fan engagement, and league and team interactions.

Josh Linforth, Genius Sports’ chief revenue officer, has said: “FanHub ID drives immediate impact to current Genius Sports customers by helping them better understand their audience and extend their sponsorship dollars beyond their owned and operated content.”

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Manny Puentes, the company’s general manager of advertising, added: “Sports fans make up the world’s most passionate audiences, but marketers and content owners still struggle to identify, measure, and engage their fan personas. FanHub ID gives them the ability to activate fan data to enable long-term loyalty.”

FanHub ID aims to help content owners better understand their fanbases, to increase sponsorship revenue.

Genius has said that having a unified profile for millions of sports fans will enable brands to run relevant and targeted advertising campaigns – based on their specific “interactions and preferences.”

In mid-November, Genius posted higher revenue than expected for the third quarter (Q3) of 2023, bringing in $102 million.

This represents a 29% year-on-year (YoY) growth from the same period in 2022. Genius initially projected a $100 million revenue for the period ended September 30, 2023.

Genius expects to generate revenue of approximately $412 million and adjusted EBITDA of approximately $53 million in 2023.

During Q3, Genius launched BetVision, an interactive application for sportsbooks, and expanded its partnership with American football’s NFL.

The firm also partnered with English soccer’s Premier League Productions and Snap Inc., the camera and social media company, to provide “immersive augmented reality fan experiences” via its Snapchat Lenses offering.