The pro-bono effort is the work of digital advertising platform GumGum. CEO Phil Schraeder said The Trevor Project’s mission and how it gets its message out made it a perfect fit for GumGum. “The Trevor Project helps prevent suicides and have young ...

PSA campaign gets impressive results from new adtech

A s the protagonists of the series, Straw Hat Crew has the most amount of cards in the One Piece Card Game. The archetype started out in OP-01 Romance Dawn by only being found as red cards, except for OP-01 Jinbe, which was the only blue Straw Hat Crew card.

The Best Straw Hat Pirates Cards In The One Piece Card Game

A CTV ad campaign for The Trevor Project, which helps LGBTQ young people in crisis, has achieved remarkable results, including a 31% increase in recall among 18- to 34-year-old viewers, according to third-party research.

Relo Metrics (Formerly GumGum Sports), the leading AI-powered sponsorship analytics platform for real-time data decisions, announced a strategic partn

Relo Metrics Partners with SponsorPulse to Create New Brand Metric for NHL Sponsors Based on Fan Insights

October 18, 2023--(BUSINESS WIRE)--Relo Metrics (Formerly GumGum Sports), the leading AI-powered sponsorship analytics platform for real-time data decisions, announced a strategic partnership with SponsorPulse to validate National Hockey League (NHL ...

Relo Metrics (Formerly GumGum Sports), the leading AI-powered sponsorship analytics platform for real-time data decisions, announced a strategic partnership with SponsorPulse to validate National Hockey League (NHL) sponsorship

Relo Metrics (Formerly GumGum Sports), the leading AI-powered sponsorship analytics platform for real-time data decisions, announced a strategic partnership with SponsorPulse to validate National Hockey League (NHL) sponsorship performance measurement to ...

Madea started the conversation on Luffy's powers by stressing the amount of thought that went into translating his stretching abilities to the live-action format, "There was so much thought and conversation that went into how to do the devil fruits and how do visual effects for the show period.

Netflix's One Piece Reveals the Secret Behind Luffy's Devil Fruit Scenes

Jessi's new agency MORE VISION recently released a teaser image announcing her comeback, set to take place in late October. The Cold Blooded singer will be making her first comeback under the new ...

Zoom singer Jessi announces October comeback with single Gum; unveils first teaser image

5 gum is offering hip-hop fans the chance to win a unique and retro boombox. The boombox includes a cassette with a recording by rapper J.I.D. that was “inspired by and packed full of audio ...

These boomboxes include gum chewed by rapper J.I.D. and cassette that self-destructs

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As the dust of the cloud hype wave settles, more tech teams discover the side effects of cloud infrastructures, typically kept under the radar. As promising as on-demand scalability, less time managing on-premise services, and other benefits sound, they are often balanced by a significant drawback–spikes in infrastructure costs in high-load systems. When discussing infrastructure costs, the focus on high-load systems is substantial: There’s hardly a more flexible and cheaper alternative to the cloud for smaller companies. However, as QPS reaches hundreds of thousands, vendor fees that seem small are no longer sustainable. As a software development company specializing in building and optimizing high-load systems for AdTech, we have explored multiple practices teams use to prevent infrastructure costs from spiking. With over 15 years of experience, Xenoss helped support projects like Activision Blizzard, Verve Group, Smartly, Voodoo, Inmar Intelligence, and others to build robust yet nimble infrastructures. In this post, we’d like to share our experience and know-how on infrastructure challenges relevant to high-load platforms and explore ways to streamline costs. To illustrate the tactics shown in the post, we’ll use an industry where speed and scale are non-negotiable: AdTech. We also have a blog post that , featuring expert tips and comments from our software architects and a case study of a twenty-fold infrastructure cost reduction. covers infrastructure cost optimization in more detail AdTech platforms–a poster case for high-load systems High-load platforms enable multiple sectors like banking, healthcare, and more. Programmatic advertising, though often not seen as a technical feat to develop, can rival other complex systems, as its operational requirements often push the boundaries of infrastructure design. Let’s quickly recap why AdTech platforms (SSP, DSP, and so on) are an excellent lens for exploring . infrastructure cost optimization Pressure for high volume and low latency AdTech platforms are caught in a constant tug-of-war between the need for high traffic volume and low latency. On the one hand, they need to handle the vast amount of traffic generated by online advertising (which, , CEO of TPA Digital, amounts to 950 billion impressions per day). according to Wayne Bloodwell Besides the load, the real-time nature of the ecosystem adds a new layer of complexity. High latency in AdTech platforms, i.e., a delay between a bid request and a response, leads advertisers to miss out on high-quality inventory, as their bids aren’t processed in time. High latency creates a struggle to fill ad slots for publishers, leading to lower revenues in the long run. A standard time frame for bid processing hovers around 80-120 ms is the average time frame within which the industry operates. Real-time decision-making Real-time data processing is another recurring challenge for AdTech projects due to the following challenges: Need to retrieve data rapidly (under 100 ms) to make real-time decisions, such as bid price modeling. Collecting audience data from multiple sources increases the complexity of the pipelines and expands the toolset needed to process various data types. Data quality concerns: Wrong data can result in advertisers making poor bidding decisions. Data quality checks for every pipeline stage (ingestion, processing, consumption) are essential. The clip below illustrates the complexity and critical operations of real-time data analytics. https://www.youtube.com/watch?v=uaRzovqK3t0&embedable=true Scalability demands The AdTech industry is cyclical, with periods of economic ups and downs leading to fluctuations in demand for advertising services. Market hikes pressure AdTech platforms into implementing dynamic scalability capabilities. Coupled with SPO on the rise, AdTech vendors feel the pressure to reliably adjust their capacity up or down in response to changes in demand. Thus, they need the ability and resources to handle peak traffic without sacrificing performance or reliability (and to scale it down to adjust for market fluctuations). Collecting raw and aggregated data Using raw data is pivotal to the success of AdTech platforms. These systems collect a lot of aggregated data–demographic information, browsing history, user behavior, etc. These insights are integrated from various sources and help fuel targeting and personalization. Before raw data is ready for use, it needs to undergo the steps of ETL: Extraction, transformation, and loading. However, maintaining multiple pipelines becomes an engineering challenge as systems scale and data volumes increase exponentially. Best practices Xenoss uses to optimize infrastructure costs in high-load systems Unless tech teams pay close attention to infrastructure costs, they quickly get out of control. Inefficient data modeling and storage, lack of selectivity in relying on services, and failure to plan and counter threats ahead make infrastructures unpredictable, slow, expensive, and hard to maintain. Cutting infrastructure costs is not a day’s work, but armed with the knowledge of the ecosystem and your platform, you can achieve significant reductions with a few tweaks. Here’s a list of several infrastructure reduction practices Xenoss tech teams use to help our clients achieve leaner infrastructures. Exploring the benefits of hybrid cloud infrastructure In early-stage projects, not much thought is given to designing an optimal cloud infrastructure. Tech teams typically choose one of two ways; , like AWS, Google Cloud, or Microsoft Azure. While relying on a cloud vendor early in the development process is understandable, we’d like to caution tech leaders against using managed services if not strictly needed. Over time, these tools can significantly increase the project’s infrastructure bills - one of our clients reached out when infrastructure bills were at $2.5 million. Public cloud service providers . These days, maintaining on-premises data centers is not as common for early-stage projects due to the upfront investment and manpower it requires. It’s worth noting that on-prem infrastructures have their benefits, such as more control and tighter security. On-premises infrastructure maintained by the in-house team In AdTech, flexibility and the ability to scale dynamically are vital. Full control over infrastructure costs and the ability to tighten security are equally important. The former is typically associated with the cloud, while the latter is commonly cited as a benefit for on-prem. At Xenoss, we recognize the benefits of both infrastructures, which is why we use both in client projects. The combination of cloud and on-prem is often referred to as “hybrid cloud”, though more combinations fit the term. Combining a public and private cloud or two public clouds (aka multi-cloud) also fits the concept. , 33% of surveyed organizations use a combination of cloud and on-premises infrastructure. The figure goes up to 42% if we take only enterprise organizations (over 1000 employees) into account. According to the Data Pipelines report published by DZone The hybrid model offers AdTech teams higher financial flexibility, allowing AdTech platforms to merge the control of on-premises setups with the dynamic scalability of cloud platforms. Security is another significant advantage; projects can maintain stringent data protection standards by keeping sensitive data on-premise and using the cloud for less critical tasks. Another reason we prefer and advocate for a hybrid approach is its ability to prevent vendor lock-in. Keeping critical infrastructures on-premises gives businesses the leeway to diversify their tech stack without dependence on one cloud provider. Besides, a hybrid approach allows product teams to be more intentional about building workload-specific infrastructures. Some tasks in AdTech, like real-time ad bidding or data operations bound by strict regional compliance, are better suited for on-premise execution. At the same time, other workflows (campaign analytics, distributed ad content hosting, or collaborative ad design) can seamlessly migrate to the cloud. Optimizing data storage In our experience, optimizing storage alone can significantly trim infrastructure costs. In AdTech, both SQL and NoSQL databases are used to manage structured and non-structured data. Let’s recap the key differences between the two types of databases, as well as their use cases in AdTech. To add more context to the discussion, let’s recap the differences between the two. Relational database benefits NoSQL database benefits High reliability High performance High data consistency High scalability Standardized schema Storage optimized for high data volumes ACID compliance High agility and customization Now, let’s look at the database of choice for top AdTech platforms and their approaches to data storage. How AdTech vendors use SQL databases to operate high data volumes Pubmatic Pubmatic SSP helps publishers capture wide audiences and maximize advertising revenue with unique demand partnerships, advanced analytics, and creative optimization tools. the company needed a robust database to handle large datasets and solve complex problems. The company wanted a battle-tested tool that would, above all, be reliable and effective. Challenge: MySQL Solution: PubMatic’s Ad Quality team uses MySQL as its primary data source. The platform’s database stores up to a hundred million records. Known for reliability and robustness, MySQL allows PubMatic to process millions of creatives a day and maintain 2x-10x data loads. Impact: AdGreetz AdGreetz is a personalization platform that distributes tailored advertising creatives across multiple channels: social media, CTV/OTT, in-app, and more. the organization’s workflows are data-intensive, requiring database management solutions that would support millions of user records. Challenge: ClickHouse Chosen database: For the engineering team at AdGreetz, Clickhouse turned out to be a cost-efficient and high-performance solution. The company was able to cut query time from seconds to sub-seconds at small compute. Impact: How AdTech projects use NoSQL databases Beeswax Beeswax is a managed RTB platform that allows advertisers to streamline programmatic operations. The company offers a Bidder-as-a-Service solution that processes millions of queries per second and consumes 125 GB of data each minute. Rapid scaling that would ensure efficient ad delivery, need for equal load distribution across the organization’s machine. Challenge: . Chosen NoSQL database: Aerospike running on Amazon EC2 Beeswax can process millions of queries per second with a 2-milliseconds tail-read latency. Impact: GumGum GumGum offers a platform for contextual targeting enabled by a proprietary machine-learning platform, Verity. The company wanted to process high volumes of advertising-related data (impressions, views, clicks, conversion) with minimal latency - although data was not processed in real-time, the goal was to keep the gap to the minimum. Challenge: Chosen NoSQL database: ScyllaDB Impact: Reduced strain on engineering resources 75% volume increase Facilitating scalability thanks to on-demand resource provisioning. Moloco Moloco is a mobile audience platform that helps advertisers acquire, engage, and retail mobile audiences. The platform heavily relies on machine learning models for campaign optimization and predictive analytics. The pressure to process millions of bid quests per second with a strict latency limit (under 100 ms). Challenge: Chosen NoSQL database: Google Cloud BigTable Impact: Scaled the number of processed requests from 500k to 5 million per second Low latency Managed infrastructure enabled the company to reallocate its software engineering resources to focus on other tasks. Our years of experience in AdTech platform development have shown us that there’s no cookie-cutter approach to choosing the suitable database for AdTech data storage infrastructure. There’s a lot of variety under the database umbrella - it takes experience, product knowledge, and thorough research to find the right fit. Sometimes, switching between two NoSQL databases can make a lot of difference. GumGum, featured above, relied on Cassandra before switching to ScyllaDB. We’ve seen significant operation cost reductions in a client’s (mobile DSP) case after migrating from MongoDB to Aerospike. Other ways to optimize data storage Implementing data compression and deduplication techniques is another way to reduce the required storage space, leading to cost savings. implies a reduction in data size, which leads to faster transmission and reduced storage costs. Data teams can employ techniques like GZIP. Compression , as the name suggests, eliminates redundant copies of data. It is instrumental in AdTech, where repeated user profiles or similar datasets are commonplace. Deduplication is a cost-effective way to store rarely accessed data (old campaign metrics) with no performance repercussions. Cold storage Selecting premium services offered by an infrastructure vendor Navigating cloud services requires intelligent choices. If you don’t pay attention, it’s easy to use service bundles that add infrastructure costs but no value to the platform. In a clip below, Xenoss CTO Vova Kyrychenko explains how the “free money trap” can result in high infrastructure costs as AdTech platforms scale. https://www.youtube.com/watch?v=q_57WdKDJI0&embedable=true Our crucial recommendation to AdTech vendors is to dissect the pricing of premium services to spot hidden costs or savings.” Also, since new tools can slow the platform down, testing them on a small scale before you take a new service to production is reasonable. Keeping an eye on third-party or open-source projects is another alternative to expensive managed offerings. Free or low-cost platforms can offer better performance than mainstream cloud vendors. By adopting this approach on a client project, Xenoss’ engineers helped drive infrastructure costs down by 20 times. In the infographic below, we illustrate the client’s old infrastructure and the modernized version designed by our architects. Balancing traffic and load As we mentioned a while back, AdTech platforms don’t operate under stable loads - one moment, a platform might hit a sudden spike, and the next, it has more computing resources than it knows what to do with. Since Xenoss’ engineers believe efficient traffic and load balancing is a must-have for AdTech systems, let’s dive deeper into these concepts. Load balancing means evenly distributing incoming requests across multiple servers, ensuring no single server is overwhelmed. Within this framework, Xenoss architects prioritize mission-critical processes—essential tasks that, if interrupted, will disrupt the system's core functionality (real-time ad bidding or user data processing). By giving these processes precedence, we safeguard the vital operations from potential slowdowns or failures. Designing a mechanism for early threat detection A famous adage goes: “Failure is a part of every plan,” concisely warning AdTech product teams to guard for threats and downtimes. To that end, we urge vendors and in-house tech teams to leverage monitoring tools that keep an eye on system health, ensuring uninterrupted operations. If you set up alerts for any anomalies, teams can be alerted promptly, act swiftly, and ensure minor setbacks don’t turn into major meltdowns. Enhancing this approach with AI-powered insights offers even more granularity. Anomaly Detection algorithms, such as the Isolation Forest or One-Class SVM, are a good fit for identifying unusual data patterns, which can indicate threats or system vulnerabilities. We again suggest deploying Long Short-Term Memory recurrent neural networks to analyze time-series data. Large Language Models can also contribute to threat detection by analyzing logs and system messages to detect anomalies, thus making sense of textual data that might otherwise be overlooked. The bottom line Infrastructure cost optimization is a linchpin for companies in every sector aiming for efficiency and profitability. AdTech is an excellent playground for exploring the challenges and workarounds of working with high data volumes and traffic loads, as the need to tackle thousands of queries in a millisecond time frame pushes the limits of infrastructure development to the edge. The good news is that experienced tech teams have, often through trial and error, developed a handbook for keeping infrastructure costs low, even for high-load systems. Balancing between cloud and on-premises solutions, leveraging AI for threat detection, and continuously refining data storage strategies help product teams ensure robust operations without compromising on budget. Staying agile and informed in this domain is a cost-saving measure and a competitive advantage in the dynamic AdTech landscape.

Five Ways to Cut Infrastructure costs in High-load Systems: AdTech Case Study

হাই-লোড সিস্টেমে অবকাঠামো খরচ কমানোর পাঁচটি উপায়: অ্যাডটেক কেস স্টাডি

Fünf Möglichkeiten zur Senkung der Infrastrukturkosten in Hochlastsystemen: AdTech-Fallstudie

Cinco formas de reducir los costos de infraestructura en sistemas de alta carga: estudio de caso de AdTech

Cinq façons de réduire les coûts d'infrastructure dans les systèmes à forte charge : étude de cas AdTech

हाई-लोड सिस्टम में बुनियादी ढांचे की लागत में कटौती के पांच तरीके: एडटेक केस स्टडी

高負荷システムのインフラストラクチャ コストを削減する 5 つの方法: AdTech ケーススタディ

고부하 시스템에서 인프라 비용을 절감하는 5가지 방법: AdTech 사례 연구

Cinco maneiras de reduzir custos de infraestrutura em sistemas de alta carga: estudo de caso da AdTech

Пять способов сократить расходы на инфраструктуру в высоконагруженных системах: пример AdTech

Yüksek yüklü sistemlerde altyapı maliyetlerini azaltmanın beş yolu: AdTech örnek olay incelemesi

Năm cách để cắt giảm chi phí cơ sở hạ tầng trong các hệ thống có tải trọng cao: Nghiên cứu điển hình về AdTech

降低高负载系统基础设施成本的五种方法：AdTech 案例研究

This year has been an exciting one for the North American sports market, which is set to reach $73.5 billion in 2019, according to the PWC 2018 Sports Outlook. The ripple effects of legalized sports betting in the United States have been felt throughout the sports ecosystem, bringing an even sharper focus to the competition for sports media rights and accurate sports data for bettors and oddsmakers. The convergence of sports and technology is driving the next-generation of viewing and the stadium experience, empowering a data-driven sports culture with fan-centric offerings. Let’s explore a few of today’s existing technologies that will shape the future of sports. Performance tracking, wearables and more Smart wearables, tracking sensors and other connected devices have been gaining momentum in the sports industry for a few years. Today, Catapult’s chest-strap is used by over 400 sports organizations across the globe and every uniformed NFL player wears shoulder pads with Zebra sensors. The reason for such sweeping adoption is the immense volume of performance and health data these devices supply to athletes, coaches, and sports professionals. The speed of adoption shows no signs of slowing, and the technology is evolving beyond tracking chips that are integrated into sports equipment or traditional wearables such as smart watches and activity trackers. As sensors become smaller and all but invisible, they can be woven into the very fabric of equipment or clothing. is now expanding in the direction of smart clothing and electronic textiles, such as the self-heating jackets that , or Nike’s with self-tying laces. Tech giants such as Microsoft, Google, and even are all developing smart fabric and interactive garments, which means we will likely see new products on the market soon. Wearable technology the U.S. team wore at the Winter Olympics in South Korea HyperAdapt shoes Apple The chips themselves are also becoming more intelligent. Combined with AI and virtual assistants, they can potentially analyze the data they track in real-time and give contextual tips to athletes about their health and training routines. For instance, the world’s first are capable of “offering real-time voice coaching to guide the user through their running program.” Imagine a smart baseball bat or a smart golf club that can measure your performance and advise on how to improve your skills! AI earphones with Gait Analysis In the future, wearable tech companies will focus not only on hardware but on software and usability components, such as data visualization, predictive analytics, and user experience. AI-powered sports analytics The sports industry has entered a period of rapid adoption of artificial intelligence (AI) in the analytical sector. As I discussed in , is one of the most prolific areas in sports technology, forecast to grow at a CAGR of 56.66% between 2017–2021. Maturing developments in AI technology are one of the factors driving this growth, as there is simply no way for human analysts to process the current volume of data and find patterns as quickly or as accurately as machines. Additionally, the interaction between humans and AI is finally reaching the point where sports professionals understand how to ask the machine the right questions. my recent article sports analytics helps athletes, teams and coaches navigate through complex performance and game analysis and provides them with actionable insights that are backed by factual and contextual data. Today, AI-based sports analytics are already used in scouting new talent, developing strategies for specific opponents, reducing injuries, and boosting individual performance. Assistive AI For example, Sportlogiq, a Montreal-based AI startup that is working with 24 NHL teams, was one of the first to spot Sean Durzi, a 19-year-old defense player in the Ontario Hockey Leagues. Durzi is, , at “the top of the list of players expected to be chosen this year” in the NHL draft. according to experts In the world of soccer, a new assistive AI platform, , landed a big win when the Croatian national team reached the World Cup final for the first time in its history. Croatia was the first national team to use the STATS match preparation tool. STATS Edge Computer vision As the sports ecosystem is putting increasingly more focus on the fan experience, AI plays an essential role in shaping a relevant and impactful customer journey for sports viewers at home and in arenas. , the ability of a machine to recognize, analyze and contextualize visual data, is one of the most influential and compelling types of AI for sports. The market for computer vision systems is projected to reach $25.32 billion by 2023, at a CAGR of 47.54% between 2018 and 2023, according to ReportBuyer. Many professional venues today are already equipped with high-resolution and motion tracking cameras that track hundreds of movements and data points during games and produce automated video highlights, but the full potential of this technology is yet to be explored. Computer vision A brilliant example of what computer vision can do for sports came from a California-based company called , which applied its patented technology to sponsorship valuation by tracking and analyzing branding across sports footage and social media mentions. By providing almost instantaneous ROI metrics, GumGum’s computer vision empowers rights holders and brands to reevaluate their sponsorship spending in the digital economy. GumGum Advancements in deep learning and computer vision account for the rise of technology. Sports and entertainment venues are becoming increasingly more invested in utilizing this technology to improve security, combat ticket fraud, and create new tools for advertising and marketing. facial recognition and reportedly tested facial recognition capabilities. It has already been confirmed that facial recognition systems will be used across venues during the 2020 Tokyo Olympics. However, there remain significant privacy concerns associated with the use of this particular technology. If face recognition is to gain a firm foothold in the sports world, the sports ecosystem should begin planning how to address security concerns and create a safe and captivating fan experience. Live Nation Madison Square Garden Augmented and virtual reality Computer vision is also vital for augmented reality (AR) development, and together these two technologies have a bright future in sports. , the latest initiative by the L.A. Clippers and sports data analytics firm Second Spectrum, pursues the ultimate goal of creating personalized viewing that puts fans in control of their experience. The combination of computer vision, real-time AI analytics, and augmented reality features allow users to switch between modes that provide different on-screen annotations and animations. is also testing similar statistical widgets and other interactive features on Twitch during its Thursday Night Football live streams. Most recently, ESPN’s iconic show, will be reinvented with a new AR look. Will the ESPN+ streaming service be next to follow the trend? Clippers CourtVision Amazon Around the Horn, Beyond sports broadcasting, stands to enhance the live experience and will be a motivating factor to get fans back to the stadiums. For instance, the San Francisco 49ers, emboldened by the success of their experiments with special AR trading cards and collectibles, recently partnered with MYXR to further expand AR options for their fans at Levi’s Stadium. Minnesota Vikings fans who use the team AR app to unlock special content on the day of the game can even take a VR tour of the Vikings museum at U.S. Bank Stadium to compete with their favorite athletes. This is just the tip of the iceberg. As proves by analyzing Panasonic’s futuristic outlook for smart stadiums showcased during CES 2018, the future is closer than we might think. augmented (and virtual) reality SportTechie Blockchain and cryptocurrencies The sports industry has not been immune to the hype around crypto. The first real success story of cryptocurrency in sports occurred in 2013, when the Jamaican bobsled team launched its own token, Dogecoin, and raised over USD $30,000 to finance their trip to the Sochi Winter Olympics. However, even as the sports world started exploring cryptocurrency and its underlying technology blockchain, we haven’t seen anything major so far. Between the volatility of cryptocurrencies and the abundance of fraudulent ICO schemes, sports companies have mostly stayed away from the crypto market. However, the tide now seems to be changing. This summer, two major leagues announced . The NHL announced a partnership with , a decentralized live video streaming platform that rewards users for producing and hosting unique content, such as fan commentary in sync with live games. SportsCastr even has its own currency, FanChain, which is backed by former NBA commissioner David Stern among other investors. At about the same time, Major League Baseball announced the launch of , a decentralized game that is similar to the popular game of . MLB users can buy digital avatars, trade digital baseball collectibles, earn rewards, and more. Both initiatives aim at reaching new demographics while increasingly engaging new and existing fans. An interesting side effect of such projects is that they could potentially have a tremendous impact on fantasy sports and sports betting. crypto initiatives SportsCastr MLB Crypto Baseball CryptoKitties Unsurprisingly, were one of the first to jump on the crypto train. Collaboration in the gambling sector ranges from offshore sites that accept cryptocurrency as payment to fully blockchain-based platforms such as Edgeless or Wagerr. Now that the federal ban on sports betting has been lifted in the United Sates, gambling operators and sports leagues are exploring new opportunities. If the idea of an integrity fee falls through, will the leagues try to go into the betting business themselves? For example, the MLB could potentially use their existing MLB Crypto token to launch their own blockchain-based sportsbook. gambling companies Despite their current risks, cryptocurrencies present interesting opportunities for both fans and sports professionals. Crypto games, digital collectibles, micro-funding for athletes from their fans — the sports world will definitely be exploring these and other applications in the years to come. Democratization of technology In the coming year, we will see a wider adoption of many technologies in minor leagues and sports. For example, the National Collegiate Athletic Association (NCAA) has approved the use of embedded bat sensors for this spring’s college softball season, just as Major League Baseball accepted the in-game use of bat sensors throughout its minor leagues for the 2018 season. The U.S. Soccer Federation announced a $1.5 billion deal with STATSports to bring professional performance technology to youth and amateur soccer players. The democratization of technology also means exploring new applications. For instance, we could see applications overlaying real-time athlete data and game action with a video feed to boost viewer engagement, providing additional details to sports commentators, or even adjusting your fantasy sports team based on the most accurate data available. A great example is Catapult Sports’ new video analysis tool, , which not only synchronizes tracking data received from the company’s wearables with a video feed, but also adds interactive features such as the ability to draw on the video, automated tagging, and sharing. Vision The future of sports is the fans! It is time for the sports industry to put fans first, giving them freedom to choose what, how and when they want to watch. As the sports world adapts to the user-centric philosophy, it is becoming increasingly intertwined with technology. Many transformative technologies are already available for professional sports ecosystem to help rights holders realize the true value of their content, to enable venues to enhance stadium experience, and to empower athletes and brands to make meaningful connections to fans. I have no doubt that we will see more exciting developments in the next year as the future of sports takes shapes. By Russell Karp, VP Media & Entertainment at DataArt

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