USA – Nexxen, a global, flexible advertising technology platform with deep expertise in data and advanced TV, has announced a strategic data partnership with The Trade Desk. This collaboration grants The Trade Desk’s advertisers exclusive access to Nexxen’s automatic content recognition (ACR) data segments, empowering them with enhanced targeting capabilities across multiple platforms.
ACR data, often confined within and fragmented across walled gardens, addresses key challenges in CTV, such as advertising oversaturation and fragmented targeting. Nexxen’s ACR data segments enable advertisers to extend their reach to TV-viewing audiences, control ad frequency, and engage in competitive conquesting effectively.
The integration of Nexxen’s ACR data into The Trade Desk’s platform will provide clients with advanced cross-channel and cross-device targeting capabilities, enabling more efficient media investments across the premium, open internet.
Nexxen’s ACR data segments, covering both linear and streaming TV, will now be available on The Trade Desk’s platform as its first self-service TV data provider in the U.K., Canada, the U.S., and Australia. These segments, categorised by genre, networks, programs, and brand-level ad exposure, deliver a more comprehensive and holistic view of TV-viewing data.
Karim Rayes, chief product officer at Nexxen, said, “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. 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 for JAPAC at Nexxen, added, “Historically, advertisers across Australia have struggled to tap into the breadth of ACR data programmatically, challenged by limited choice and variety. Our strategic partnership with The Trade Desk is changing that narrative, enabling more advertisers to reach the right audiences, particularly across CTV.”
Meanwhile, Ben Sylvan, VP of data partnerships at The Trade Desk, commented, “Brands need to think about TV media buying in a holistic manner that combines both their linear and CTV plans. 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 for ANZ at The Trade Desk, also shared, “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. This partnership will offer unparalleled scale and reliability in cross-screen strategies, especially as marketers face growing pressure to justify their investment decisions.”
