ACR data integration boosts TV ad targeting for The Trade Desk users

Nexxen this week announced a significant partnership with The Trade Desk, a leading technology company in the advertising industry. This collaboration aims to revolutionize the way advertisers approach TV media buying by providing access to Nexxen's exclusive automatic content recognition (ACR) data segments through The Trade Desk's platform. The partnership spans multiple countries, including the United States, United Kingdom, Canada, and Australia, offering advertisers enhanced capabilities for cross-channel and cross-device targeting.

Automatic content recognition technology has become increasingly important in the world of connected TV (CTV) advertising. ACR data allows advertisers to gain insights into viewers' TV watching habits across both linear and streaming platforms. This information is crucial for addressing some of the most pressing challenges in CTV advertising, such as over-saturation of ads and fragmented targeting approaches.

According to the announcement, Nexxen's ACR data segments will enable advertisers to achieve several key objectives:

1. Incremental reach with TV-viewing audiences
2. Controlled frequency of ad exposure
3. Competitive conquesting strategies

One of the most notable aspects of this partnership is that Nexxen will serve as the first self-service TV data provider for The Trade Desk in the United Kingdom and Canada. This move signifies a significant expansion of data-driven TV advertising capabilities in these markets.

The integration of Nexxen's ACR data into The Trade Desk's platform offers advertisers a comprehensive view of TV viewership patterns. The data segments are categorized by various factors, including:

• Genres
• Networks
• Programs
• Brand-level ad exposure

This granular level of detail allows advertisers to create more targeted and effective campaigns across the premium, open internet.

Karim Rayes, Chief Product Officer at Nexxen, emphasized the importance of ACR data in empowering advertisers to better understand their audiences' TV viewership patterns. Rayes stated that the partnership with The Trade Desk is designed to provide advertisers with access to the richest and most relevant data available, along with the flexibility to activate that data across various platforms.

Ben Sylvan, VP of Data Partnerships at The Trade Desk, highlighted the need for brands to approach TV media buying holistically, combining both linear and CTV plans. Sylvan noted that Nexxen's ACR data can help advertisers better understand their audience across platforms and devices, potentially leading to more efficient media budget investments and improved ad experiences for consumers.

The partnership between Nexxen and The Trade Desk comes at a time when the advertising industry is grappling with significant changes in media consumption habits. As viewers increasingly split their time between traditional linear TV and various streaming platforms, advertisers face the challenge of reaching their target audiences effectively across multiple channels.

ACR technology plays a crucial role in addressing this challenge by providing detailed insights into what content viewers are watching, regardless of the platform or device. This data allows advertisers to:

1. Identify viewers who may not have been exposed to their ads on linear TV
2. Retarget viewers who have seen their ads on one platform with follow-up messages on another
3. Avoid oversaturating viewers with the same ads across different platforms
4. Strategically place ads in relation to competitors' advertising efforts

The integration of Nexxen's ACR data into The Trade Desk's platform represents a significant step forward in making this valuable data more accessible to advertisers. By offering it as a self-service option, the partnership empowers advertisers to take a more hands-on approach to their TV advertising strategies.

It's worth noting that while ACR data provides powerful targeting capabilities, it also raises important questions about privacy and data usage. As the advertising industry continues to leverage more detailed viewer data, it will be crucial for companies like Nexxen and The Trade Desk to maintain transparent practices and adhere to evolving data protection regulations.

The partnership between Nexxen and The Trade Desk also reflects the ongoing convergence of traditional TV advertising and digital advertising techniques. As the lines between these two worlds continue to blur, advertisers are increasingly seeking unified solutions that allow them to plan, execute, and measure campaigns across all screens and platforms.

For publishers and broadcasters, this type of partnership can potentially lead to new revenue opportunities. By providing more targeted advertising options, they may be able to command higher prices for their ad inventory. However, it also means they'll need to adapt to a more data-driven advertising ecosystem.

As the advertising technology landscape continues to evolve, partnerships like the one between Nexxen and The Trade Desk are likely to become more common. These collaborations aim to bridge the gaps between different advertising channels and provide advertisers with more comprehensive tools to reach their target audiences effectively.

Key facts

• Partnership announced on August 21, 2024
• Nexxen to provide ACR data segments to The Trade Desk
• Available in the U.S., U.K., Canada, and Australia
• First self-service TV data provider for The Trade Desk in U.K. and Canada
• Data segments categorized by genres, networks, programs, and brand-level ad exposure
• Aims to address CTV advertising challenges like over-saturation and fragmented targeting
• Enables incremental reach, controlled frequency, and competitive conquesting
• Spans both linear and streaming TV viewership data