The new technology, built by Genius Sports and powered by X’s Ads and Trend APIs, allows advertisers to align with the real-time conversations happening on the X platform across categories.
When a specified topic organically reaches a set conversation velocity, pre-programmed creative will run to reach audiences when they’re most engaged.
When conversation naturally quiets, campaigns are automatically paused until the topic accelerates again. As the exclusive data distributor for the NFL, NCAA, and the Premier League, Genius Sports relied on its heritage of building data-driven products to engineer real-time algorithms needed to start and stop ad spend across the X platform.
“With our long history of powering sports data, we understand that seconds matter,” said Josh Linforth, CRO at Genius Sports.
“We wanted to help brands make the most of key moments, by ramping up campaigns when conversation across X was most positive and influential. We’re thrilled to drive this product forward during such an exciting time in the sports calendar.”
“We’ve seen record engagement rates with this product, showcasing how X users continue to create culture in real-time,” said Monique Pintarelli, Head of Sales, Americas at X.
“As live events unfold on X, the Trend Genius product helps brands capture the unpredictable and dynamic trends that shape our world in real-time. We’re excited to debut this product in partnership with Genius Sports, and help brands reach our unparalleled and passionate audience.”
From enabling sports to better collect and manage their data, to applying it to power better fan engagement, Genius Sports’ technology and expertise delivers the difference to sports, betting and media partners around the world.
Founded in 2001, Genius Sports is one of the world’s largest sports technology companies. It is headquartered in London and have offices in New York, Tallinn, Singapore, Lausanne, Manchester, Winter Springs, Los Angeles, Miami, Medellin, Sofia, Vilnius, Melbourne, Sydney, Bologna, Salerno, Shanghai and Zaporizhzhya.
Source: GMB
