Stagwell and Nexxen have partnered to provide a suite of data solutions and integrated applications within the Stagwell Marketing Cloud.

The collaboration coincides with Nexxen's launch of its Data Platform, an expansion of its proprietary data management platform. The Nexxen Data Platform allows brands to input their chosen data to augment their audiences with Nexxen’s unique data assets and proprietary applications.

The platform also provides automatic content recognition (ACR) data, enabling advertisers to better understand viewership patterns and optimally allocate spend across linear and digital TV. The partnership leverages Nexxen’s proprietary unified identity graph, which combines and deduplicates multiple identifiers into a merged graph for improved targeting and attribution at the person and household level. The unified graph will also help advertisers address changes in privacy and identity, including cookie depreciation.

Chairman and CEO of Stagwell, Mark Penn, said: “As Stagwell grows our assets and pipeline within the media ecosystem, this partnership with Nexxen is a win-win for clients. Clients of the Stagwell Marketing Cloud can leverage the Nexxen Data Platform, specifically Nexxen’s proprietary identity graph and Stagwell’s clean room capabilities, to effectively maximize their campaigns with unified and comprehensive views of valuable audiences across touchpoints and devices, in a privacy-compliant manner.”

Stagwell is a challenger network built to transform marketing, delivering scaled creative performance for brands and connecting creativity with leading-edge technology. Nexxen, on the other hand, is a global advertising technology company with a unified technology stack that includes a demand-side platform (DSP), supply-side platform (SSP), ad server and data management platform (DMP).

CEO of Nexxen, Ofer Druker, said: “Emerging technology like the Nexxen Data Platform is enriching advertisers’ knowledge of consumers and improving engagement, enabling a shift from exclusively buying media to buying against audiences, and it is driving better results. Our important partnership with Stagwell brings advanced data solutions to top tier brands around the globe, and will grow in incremental layers of innovation and value as we put data at the core of Nexxen’s strategic roadmap."