Nexxen has brokered a partnership to provide The Trade Desk’s advertisers access to automatic content recognition (“ACR”) data segments, available exclusively from the adtech platform.
The data partnership offers clients advanced cross-channel and cross-device targeting capabilities for more efficient media investment across the premium, open internet.
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 U.K. and Canada, as well as in the U.S. and Australia.
The data segments are categorised by genre, networks, programs and brand-level ad exposure, offering more holistic and comprehensive TV-viewing data.
ACR data, which enables a smart TV to listen and/or see what's playing on screen and is broadly held within and fragmented among walled gardens, helps solve CTV challenges such as advertising over-saturation and fragmented targeting.
Nexxen's chief product officer Karim Rayes said that the platform has 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," said Rayes.
Nexxen's JAPAC MD Josif Zanich said 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," he said.
The Trade Desk's VP of data partnerships, Ben Sylvan, said 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," he said.
The Trade Desk's director of data partnerships for ANZ, Isabella Spragg, said broadcast TV is fragmenting faster than expected, making it harder to manage campaigns across both linear and digital channels.
“This partnership will offer unparalleled scale and reliability in cross-screen strategies, especially as marketers face growing pressure to justify their investment decisions," she said.
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