Nexxen & The Trade Desk announce strategic data partnership

Nexxen has announced a strategic data partnership with The Trade Desk, marking a significant development for advertisers in the UK, US, Canada, and Australia. This collaboration will make Nexxen's automatic content recognition (ACR) data available on The Trade Desk's platform for the first time in these regions, enhancing cross-channel and cross-device targeting capabilities.

The integration aims to address key challenges in the connected TV (CTV) landscape, such as advertising over-saturation and fragmented targeting. Nexxen's ACR data segments will provide advertisers with the means to achieve incremental reach with TV-viewing audiences, control advertising frequency, and execute competitive conquesting strategies. These segments cover both linear and streaming platforms, and are categorised by genre, networks, programs, and brand-level ad exposure, offering comprehensive TV-viewing data.

Karim Rayes, Chief Product Officer at Nexxen, highlighted the benefits of the partnership, stating, "We've long understood and appreciated the ways in which ACR data can empower advertisers to better understand their audiences' TV viewership patterns and inform their cross-platform investments." He added, "Ultimately, we want to ensure these advertisers have access to the richest, most relevant data available and the flexibility to activate that data across the premium, open internet— which is exactly what this partnership with The Trade Desk brings to market."

Josif Zanich, Managing Director, JAPAC at Nexxen, noted the specific benefits for advertisers in the region. "Historically, advertisers across Australia have struggled to tap into the breadth of ACR data programmatically, challenged by limited choice and variety," Zanich said. "Our strategic partnership with The Trade Desk is changing that narrative, enabling more advertisers to reach the right audiences, particularly across CTV."

Ben Sylvan, VP of Data Partnerships at The Trade Desk, reinforced the significance of this collaboration for brands' media buying strategies. "Brands need to think about TV media buying in a holistic manner that combines both their linear and CTV plans," he commented. "Nexxen's ACR data can empower advertisers to better understand their audience across platforms and devices, so they can aim to efficiently invest their media budgets to provide consumers with a premium ad experience."

Isabella Spragg, Director of Data Partnerships, ANZ at The Trade Desk, expressed excitement about the integration, particularly in light of the evolving broadcast TV landscape. "Broadcast TV is fragmenting faster than expected, making it harder to manage campaigns across both linear and digital channels. We're thrilled to welcome Nexxen to our ACR audience marketplace," she said. "This partnership will offer unparalleled scale and reliability in cross-screen strategies, especially as marketers face growing pressure to justify their investment decisions."