Adtech firm Nexxen has announced a strategic partnership with VIDAA, a global operating system that powers brands such as Hisense and Toshiba. This collaboration is set to provide Australian advertisers with exclusive access to 'automatic content recognition' (ACR) data, aiming to enhance audience targeting based on TV viewership across channels, in a privacy-compliant manner.

Nexxen's TV Viewership Audiences service is launching in Australia, building on the company’s broader TV Intelligence offering. The TV Intelligence service includes planning, targeting, and measurement capabilities rooted in exclusive ACR data from VIDAA. This partnership follows Nexxen's strategic $25 million (USD) investment into VIDAA in 2022.

The new data-driven solutions are designed to enable brands to reach TV audiences with precision and scale, creating custom segments based on viewership patterns. Nexxen's access to VIDAA ACR data will facilitate the provision of a comprehensive TV solution, including planning tools, campaign results measurement, and unique TV Viewership Audiences.

"This is a huge milestone for Nexxen in the Japan-Asia Pacific (JAPAC) region. Having exclusive access to VIDAA’s ACR data will not only enable us to push the boundaries of what's possible, delivering advanced TV solutions to advertisers, but will also allow us to exponentially enhance the effectiveness of TV buys across all screens, unlike ever before," said Josif Zanich, Managing Director, JAPAC at Nexxen.

"We are thrilled to expand our partnership with Nexxen in Australia and the wider Asia Pacific region. With our shared goal of empowering advertisers with valuable insights derived from TV viewership behaviours, we aim to drive innovative advertising solutions tailored to the unique needs of this market, ultimately providing greater efficiency and success for advertisers," added Guy Edri, CEO at VIDAA.

Nexxen say its approach is supported by shared infrastructure and technology between its demand-side platform (DSP) and supply-side platform (SSP).