Genius Sports, the sports data company looking to expand its relationships with leagues, bookmakers and media outlets, has agreed to acquire advertising tech startup Spirable.
Spirable, founded in 2015, helps brands—including Coca-Cola and Spotify—develop dynamic, targeted video ad units to deploy on social channels. Spirable also has a sizable business in the gaming sector, working with DraftKings, Flutter, WynnBET, Betway, 888 Holdings and Entain. Betway used the tech, for instance, to create and distribute Facebook ads that automatically included live odds in the lead-up to events.
Earlier this month, Genius signed a multi-year deal with DraftKings that went beyond sharing data and sports betting tech to include marketing and engagement support.
