Odds compare is an ad format for betting customers where they display their odds, compared to other operators, in sports/matches they have the highest odds. The format allows users to upload a background image, enter fallback details, click links and external impression trackers if desired. Team names and odds are automatically fetched from the data feed. The sport/league/match selection is done in the campaign itself. Upon click the consumer will be externally linked to the particular match on the operators website.