Nexxen chooses Stagwell for audience discovery & consumer insights solution

Stagwell and Nexxen have announced a strategic partnership to enhance audience discovery for marketers. This collaboration coincides with Nexxen's launch of the Nexxen Data Platform, which builds on its proprietary data management system. The partnership aims to provide a comprehensive suite of data solutions and integrated applications within the Stagwell Marketing Cloud. Advertisers will gain deeper consumer insights to improve engagement and drive results.

The Nexxen Data Platform allows brands to securely input various types of data, including first-party, contextual, and second-party data. This data can then be augmented with Nexxen's unique assets and proprietary applications, which include contextual audience discovery tools. The platform's automatic content recognition (ACR) data helps advertisers understand viewability patterns, enabling optimal allocation of spending across linear and digital TV.

Central to this collaboration is Nexxen's proprietary unified identity graph. This solution, accessible through the Nexxen Data Platform, merges multiple identifiers into a single graph. This consolidation enhances scale, frequency capping, and improves targeting and attribution at both the person and household level. It also helps advertisers navigate changes in privacy and identity, including the deprecation of cookies.

Mark Penn, Chairman and CEO of Stagwell, stated, "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 maximise their campaigns with unified and comprehensive views of valuable audiences across touchpoints and devices, in a privacy-compliant manner."

Ofer Druker, CEO of Nexxen, commented, "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."

This partnership reflects a broader trend in the marketing industry towards data-driven strategies. By combining their technological capabilities, Stagwell and Nexxen are positioned to offer more detailed consumer insights and enhanced advertising efficacy. As privacy regulations evolve, the integrated solutions aim to maintain compliance while delivering high-impact marketing strategies.

Stagwell, recognised for its innovative approach in transforming marketing, and Nexxen, known for its comprehensive advertising technology, are bringing together expertise that could potentially redefine audience targeting and engagement. Brands leveraging these tools could see significant improvements in their marketing outcomes through precise and actionable consumer data.

The companies anticipate that this partnership will bring incremental innovation and value, reinforcing their commitment to data-centric marketing approaches. Advertisers looking to navigate the complexities of modern consumer behaviour may find this collaborative effort between Stagwell and Nexxen particularly advantageous.

As the marketing industry continues to evolve, partnerships like this signify a move towards more sophisticated and integrated solutions that not only enhance targeting precision but also ensure compliance with changing privacy standards.