Better Collective has launched its FanReach platform in the US in a move the affiliate has said will allow advertisers to connect with “millions of engaged sports fans”.
FanReach forms part of the Danish affiliate’s AdVantage platform, which the affiliate launched in early 2023 as part of its push develop its own in-house advertising platform.
In the firm’s Q3 2025 report, Better Collective said it had recorded “early positive impact of several internal initiatives within AdVantage, which are expected to drive incremental growth in the coming quarters”.
The push of FanReach into the US will allow advertisers to gain access to “audience intelligence and activation” insights based on Better Collective data.
The affiliate said advertisers will be able to breakdown audiences into segments built on “data signals reflecting real fan behaviour”.
These include first-party data from Better Collective’s owned-and-operated sites, AI-powered predictive modelling and content consumption patterns.
In the US, Better Collective currently reaches more than 50 million sports fans, the affiliate said.
The firm runs several brands in the US, including Action Network, Vegas Insider and Playmaker.
The company added: “FanReach unifies these highly engaged zero- and first-party audiences under one umbrella, providing brands with a single entry point to activate high-value fans across the full funnel, from awareness and acquisition to long-term retention.”
The shift to the AdTech model comes against the backdrop of the lessening in importance of cookies, and, as previously noted by Better Collective, a minimal cannibalisation threat to traditional affiliation.
Jesper Søgaard, Better Collective co-CEO, said: “The launch of FanReach is a strategic milestone for Better Collective.
“It strengthens the foundation of our AdVantage ecosystem by allowing us to better understand our users, segment them intelligently and monetise those audiences across platforms.
“With FanReach, we can help partners and advertisers activate attractive and highly engaged premium sports audiences with greater precision and performance in a privacy-first environment.”
The post Better Collective sets FanReach live in the US as part of AdTech drive first appeared on EGR Intel.
Danish affiliate plans to connect advertisers and consumers via exclusive data insight and AI modelling
The post Better Collective sets FanReach live in the US as part of AdTech drive first appeared on EGR Intel.