Nexxen, an advertising technology platform with expertise in data and advanced TV, has announced a strategic data partnership with The Trade Desk. Providing The Trade Desk’s advertisers access to automatic content recognition (ACR) data segments – available exclusively from Nexxen – this integration offers clients advanced cross-channel and cross-device targeting capabilities, for more efficient media investment across the premium, open internet.

ACR data, broadly held within and fragmented among walled gardens, helps solve CTV’s biggest challenges, like advertising over-saturation and fragmented targeting. Nexxen’s ACR data segments allow advertisers to achieve incremental reach with TV-viewing audiences, controlled frequency and competitive conquesting.

Spanning both linear and streaming, Nexxen’s ACR data segments are directly available on The Trade Desk’s platform for activation as its first self-service TV data provider in the UK, Australia, US and Canada. The data segments are categorised by genre, networks, programs and brand-level ad exposure, offering more holistic and comprehensive TV-viewing data.

“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,” commented Karim Rayes, Chief Product Officer at Nexxen.

“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.”

“Brands need to think about TV media buying in a holistic manner that combines both their linear and CTV plans,” added Ben Sylvan, VP of Data Partnerships at The Trade Desk.  “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.”

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Categories: Advertising, Articles

Tags: ACR, Nexxen, The Trade Desk