PRO*LINE is Atlantic Lottery's sports lottery brand. What better way to catch the attention of sports bettors than to present up-to-the-minute odds for hockey, baseball, football and basketball right in your banner ads? To make this happen, Big Bright Sun Communications deployed a data bridge between the publisher of game odds and the ad network. Game schedules are automatically fetched, transformed to extract the most relevant matches for the target audience, and syndicated in a lightweight format to HTML5 banner ads. Voila! A timely and effective call-to-action to the sports betting audience.