PokerStars' sports betting brand BetStars has partnered programmatic marketing specialist Fresh8 to target customers with personalised adverts.

Initially focused on the UK market, before being rolled out across Europe, Fresh8's technology will be used to deliver content targeted to a users' particular needs and interest.

It is powered by a proprietary intelligent ad tech platform, which connects content to related terms on a web page, then combines this with betting data and odds to offer customers bespoke ads with a clear call to action.

"We were looking for a partner that could deliver effective campaign promotions," BetStars managing director Zeno Ossko said. "The real-time automated application of the Fresh8 platform means we can ensure a highly relevant marketing campaign wherever we advertise. We’re looking forward to see what Fresh8 can delivers to us."

"Exciting brands such as BetStars need technology that reduces the manual process of asset creation and optimisation," Fresh8 manging director Andrew Sharland explained. "We are proud to have been selected through an open and competitive tender.

"Programmatic advertising and data led technologies will transform the way sports betting operators buy media. However, even with all these technological advances, advertisers struggle to use their data and insight to deliver truly personalised creative delivery of experiences due to sports betting's challenging product set.

"The Fresh8 technology platform will ensure that all BetStars messaging is highly relevant in real time to the consumer, the content, and the real time sports betting product."

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