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11 any business seeking strong brand activation within the sports industry .”
opportunities aligning with our strategy ,” he said . “ Additionally , we are one of the preferred buyers within the sports media industry , which is a great position to be in .”
Yet , while the AceOdds acquisition has shown how much the ‘ simple ’ addition of further affiliate businesses to Better Collective ’ s portfolio can almost immediately pay off , it is worth noting that Søgaard was also keen to stress how the company is keen to diversify income streams further by maximising the value of its audience .
One route mentioned on the Q2 earnings call is the progress being made with the company ’ s Advantage
“ We remain confident that our media partnership business has a promising future , however , likely in a slightly moderated format ”
JESPER SØGAARD , BETTER COLLECTIVE
programmatic advertising platform . With an audience across its media properties of 400 million monthly visits , he said the company had a “ unique value proposition to become a preferred partner for
WRONG DIRECTION
Perhaps due to the misfiring media partnership mentioned earlier , North America was one area where the metrics were clearly heading in the wrong direction . Organic growth was down 18 % in North America and the percentage of players coming through in revenue share deals as opposed to CPAs was also in decline for the quarter .
Asked about the prospects in the region , Søgaard said it remained “ volatile ”. He added : “ It ’ s a different animal compared to what we ’ re used to , given the fewer market participants .”
“ But with that said , we work with all major players and thereby , plenty of competition , which is basically what will enable us to thrive in such a landscape .”
Søgaard said he remained convinced that the performance marketing channel was “ really the one that is the easiest to calculate a return on ”.
“ So , we really expect that is just still a go-to place for the players in the market to get efficient spend ,” he explained . “ And as I think we have also said before , now we ’ re entering the phase with the launch of the NFL and there are always big negotiations ongoing .”
September 2024