In a Q&A session Sebastian Fink, Sportradar’s Senior Product Manager, Audiovisual, outlines how starting to use Client Side IDs (CSIDs) for streaming audience analytics will open up new opportunities for sportsbooks by.

– Boosting the accuracy of post-stream traffic reports;
– Enhancing the capabilities of AV analytics to gain a better understanding of the audience;
– Discovering how streams can stimulate betting.

Q: What is a Client Side ID (CSID) – or ‘unikey’?

SF: “A CSID – previously known as a unikey – is a unique identification that is assigned to every individual end user when they register on a platform like an online sportsbook. A single CSID represents a single user, regardless of how many devices or connections are used by the individual.

“When a user accesses a stream via a sportsbook, the individual’s CSID is logged, allowing us to create highly accurate traffic reports that help sportsbooks to gain a better understanding of their audience and tailor their streaming strategies accordingly.”

Q: What problem does using CSIDs solve for sportsbooks?

SF: “In a word: accuracy. Other methods, such as counting IP addresses, for example, are less accurate, typically leading to a discrepancy between the viewer count and the true audience.

“For example, a single user could use multiple IP addresses if they are watching a stream while moving between different locations and internet connection types. A user’s IP address may also change over time, and real IP addresses can be hidden by some browser privacy features.”

Q: What are the benefits of using CSIDs for sportsbook audience streaming measurement?

SF: “CSIDs not only provide a clear picture of how many unique users access a stream; they also enable us to provide better guidance to sportsbooks, while boosting the capabilities of our AV Analytics Tool – which our clients can access.

“This tool delves into the data to show which users have accessed which streams at what points and for how long. Clients of our Managed Trading Services (MTS) sportsbook management solution can also cross-reference the data with MTS CSIDs to find out which streams drive betting stimulation.

“The CSIDs can also be grouped and segmented for marketing purposes, for example, to increase personalisation for the end user.”

Q: What does the integration process look like?

SF: “Sportsbooks already have unique identifications for each registered user, so it only requires a slight change in their platform’s backend in order to forward this information to us. Then, most clients won’t need to do anything else.

“We provide step-by-step tech documentation to walk clients through the update, and our integration team is always on hand to answer any questions about the process.

“In addition, all necessary steps are taken to comply with data-privacy regulations, including lawful data processing, purpose limitation, data minimisation and retention.”

Q: How much does it cost to switch to CSIDs?

SF: “There is no additional cost for our clients.”

Q: When can we switch?

SF: “Now! An increasing number of our clients are already switching over to CSIDs for audience analytics as other measurement methods simply do not compare in terms of reliability.

“The sooner a sportsbook can start to use CSIDs, the sooner they can get more accurate streaming data whilst allowing us to connect the dots so they can optimise their engagement strategies.

“So, if you are unsure whether your sportsbook is enjoying the benefits of CSIDs yet, or if you have any questions about making the switch, just get in touch with your account manager or technical support contact at Sportradar, or use the button below to contact us.”