Programmatic advertising platform Nexxen will for the first time provide self-service CTV data through Trade Desk's display side platform (DSP) advertisers in the UK, US, Canada, and Australia.

The partnership will give Trade Desk's advertisers access to automatic content recognition (ACR) data segments, offering clients advanced cross-channel and cross-device targeting capabilities, for more efficient media investment across the premium, open internet.

“We’ve 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," said Chief Product Officer at Nexxen, Karim Rayes. “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.”

ACR data is typically held within fragmented walled gardens, but is an essential tool in solving some of CTV’s biggest challenges, like advertising over-saturation and fragmented targeting. Nexxen’s ACR data segments allow advertisers to achieve incremental reach with TV-viewing audiences, controlled frequency and competitive conquesting.

“Historically, advertisers across Australia have struggled to tap into the breadth of ACR data programmatically, challenged by limited choice and variety,” said Managing Director, JAPAC at Nexxen, Josif Zanich. “Our strategic partnership with The Trade Desk is changing that narrative, enabling more advertisers to reach the right audiences, particularly across CTV.”

“Broadcast TV is fragmenting faster than expected, making it harder to manage campaigns across both linear and digital channels. We’re thrilled to welcome Nexxen to our ACR audience marketplace," said Director of Data Partnerships, ANZ at The Trade Desk, Isabella Spragg. “This partnership will offer unparalleled scale and reliability in cross-screen strategies, especially as marketers face growing pressure to justify their investment decisions.”