How Fanatics moved from audience targeting to optimizing campaigns for customer LTV

▤ Summary

Fanatics Sportsbook changed its performance marketing approach after testing Cognitiv’s full-funnel CTV solution. The company moved away from predefined audience targeting and started optimizing campaigns around customer value signals and lifetime value. That shift produced a reported 19% increase in projected customer LTV. The article highlights a broader trend in ad tech toward machine-learning systems that find high-value customers based on business outcomes rather than marketer assumptions.

▦ Linked Companies

Cognitiv

$10M to $25M