Nexxen licenses ACR audience segments to Yahoo DSP in three markets

Nexxen announced on October 16, 2025, it has licensed its automatic content recognition audience segments to Yahoo DSP. The collaboration makes Nexxen's ACR data available for targeting within Yahoo's demand-side platform across the United States, United Kingdom, and Germany.

The partnership provides advertisers with both pre-built and custom segments. In the United States, Nexxen's ACR data integrates into Yahoo DSP's Unified TV Audience offering, positioning it alongside other television data partners. Yahoo strengthens this integration with Yahoo ConnectID, its identity solution.

These segments deliver genre, network, and program-level insights, combined with brand-level ad exposure data. The result offers a comprehensive view of TV-viewing behavior. Marketers can achieve incremental reach, manage frequency across platforms, and engage in competitive conquesting strategies.

"By incorporating Nexxen's ACR data into Unified TV Audiences, we're giving advertisers a more holistic view of household viewing behaviors across both linear and CTV," said Giovanni Gardelli, VP of Data Products at Yahoo DSP. "This unlocks smarter, more precise targeting across channels, whether it's targeting based on viewing behavior by genre, network, competitive households that have seen a rival's ads or viewing intensity like light versus heavy TV watchers."

"Advertisers today need global data assets that can flex across markets, formats and buying platforms," said Wendy Lee, Global VP of Data Partnerships at Nexxen. "By licensing our ACR data to Yahoo, we're making it easier for brands around the world to act on real TV-viewing insights – whether that means finding incremental audiences, controlling frequency across devices or building custom segments that match their exact needs. In sum, we're bringing marketers the scale of television with the precision of digital, all within the platforms they already utilize and rely on."

Automatic content recognition technology analyzes audio and visual components of video content to identify specific programs, movies, or advertisements being watched. Manufacturers typically build ACR into smart TVs, streaming devices, and set-top boxes. The technology creates unique digital fingerprints for content by continuously monitoring what viewers watch, then matching these samples against databases of stored fingerprints.

For the marketing community, this partnership matters because it addresses a fundamental challenge in television advertising. Yahoo DSP has been expanding its data partnerships throughout 2025 to strengthen its position in connected TV advertising. The platform previously added Costco's first-party data in April 2025, enabling advertisers to target Costco members across digital channels. In June 2025, Netflix added Yahoo DSP as its fourth global programmatic advertising partner, expanding Yahoo's access to premium streaming inventory.

ACR data provides highly accurate information about viewing habits across linear TV and streaming platforms, eliminating the need for surveys or panels. The technology enables precision targeting based on specific content preferences and allows advertisers to track viewers across different devices. Measurement capabilities include tracking how many people saw advertisements, frequency of exposure, and viewer engagement levels.

Nexxen describes itself as a flexible advertising technology platform with expertise in data and advanced TV. The company's technology stack comprises a demand-side platform and supply-side platform, with the Nexxen Data Platform at its core. Capabilities span discovery, planning, activation, monetization, measurement, and optimization. Nexxen maintains headquarters in Israel and operates offices throughout the United States, Canada, Europe, and Asia-Pacific. The company trades on the Nasdaq under the symbol NEXN.

Nexxen previously partnered with The Trade Desk in August 2024 to make its ACR data segments available through that platform. That collaboration spanned the United States, United Kingdom, Canada, and Australia. In August 2025, Nexxen renewed its partnership with VIDAA for North American CTV expansion, investing an additional $35 million to secure exclusive global ACR data access and ad monetization rights through 2029.

Yahoo DSP offers advertisers access to Yahoo's logged-in users and supports campaigns across video, display, native, and audio formats. The platform has implemented several identity and measurement solutions to address privacy changes in digital advertising. In April 2025, Yahoo launched its Conversion API to enable advertisers to track conversions across online and offline environments. In January 2025, Yahoo became the first DSP to implement IAB Tech Lab's Data Transparency Labels, providing advertisers with standardized information about audience segments.

The collaboration enters a market where connected TV advertising continues accelerating. Industry data from early 2025 indicated that 72% of marketers planned to increase programmatic advertising investment, with CTV's share of media budgets projected to double from 14% in 2023 to 28% in 2025.

Yahoo ConnectID reaches 232 million logged-in users in the United States. The identity solution provides addressability through consent-based first-party and partner data. Initial implementation results for Yahoo's Conversion API showed that technology advertisers using the system to pass hashed email addresses for subscription sign-ups saw three times more attributed conversions across different channels and devices. Financial services advertisers reportedly experienced a fourfold increase in attributed conversions using the same approach.

Nexxen's ACR data segments categorize viewing behavior by multiple factors including content genre, specific networks, individual programs, and exposure to competitive brand advertisements. This granular detail allows advertisers to create targeted campaigns addressing several marketing objectives. Advertisers can identify viewers who watched specific content, reach households that viewed competitor advertisements, and target based on viewing intensity patterns such as light versus heavy TV consumption.

The press release contains forward-looking statements within the meaning of Section 27A of the United States Securities Act of 1933 and Section 21E of the United States Securities and Exchange Act of 1934. These statements involve known and unknown risks, uncertainties, and other factors that may cause actual results to differ materially from expectations. Nexxen filed its most recent Annual Report on Form 20-F with the U.S. Securities and Exchange Commission on March 5, 2025.

For marketers working across multiple markets, the geographic expansion into Germany represents particular value. The three-market approach enables multinational brands to implement consistent targeting strategies across major advertising markets while adapting to regional viewing patterns and privacy requirements.

The integration provides advertisers with capabilities that bridge linear television and streaming platforms. As viewing patterns fragment across platforms and devices, data sources that track consumption across both environments become increasingly valuable for campaign planning and frequency management.

Timeline

• February 18, 2024: Nexxen enhances TV Intelligence solution with streaming viewership data from Netflix, Hulu, and Disney Plus
• August 25, 2024: Nexxen's ACR data becomes available on The Trade Desk platform in U.S., U.K., Canada, and Australia
• January 28, 2025: Yahoo becomes first DSP to implement IAB Tech Lab data transparency labels
• April 8, 2025: Yahoo DSP and Costco announce partnership to leverage first-party data
• April 28, 2025: Yahoo DSP unveils Conversion API for cross-platform measurement
• June 16, 2025: Netflix adds Yahoo DSP as fourth global programmatic advertising partner
• August 11, 2025: Nexxen renews partnership with VIDAA for North American CTV expansion with $35M investment
• October 16, 2025: Nexxen licenses ACR audience segments to Yahoo DSP in U.S., U.K., and Germany

Summary

Who: Nexxen, a global advertising technology platform traded on Nasdaq, and Yahoo DSP, Yahoo's demand-side platform with access to 232 million logged-in users in the United States.

What: Nexxen licensed its automatic content recognition audience segments to Yahoo DSP, providing advertisers with access to television viewing data across both linear and connected TV platforms through pre-built and custom segments.

When: The announcement was made on October 16, 2025, at 09:00 ET.

Where: The collaboration makes ACR data available for targeting within Yahoo DSP across three markets: the United States, United Kingdom, and Germany. In the United States, the data integrates into Yahoo DSP's Unified TV Audience offering.

Why: The partnership addresses advertiser needs for global data assets that work across markets, formats, and buying platforms. It enables marketers to achieve incremental reach, manage advertising frequency across platforms, and conduct competitive conquesting campaigns based on comprehensive TV-viewing behavior data spanning both linear television and streaming platforms.