Conway’s Law of Engineering Management
October 4, 2024
Introducing the flexible, unified Nexxen Data Platform
By: Karim Rayes, Chief Product Officer
Advertisers, agencies and publishers have become increasingly sophisticated as well as heavily reliant on data and technology to navigate a fragmented, rapidly evolving media landscape. Such massive industry evolutions shifted these key stakeholders from exclusively transacting on media to instead focusing more on their audiences, how best to understand target consumers and reaching these people holistically. Data–fueled, innovative partners that can offer robust, yet granular capabilities will best support buyers and sellers to solve the challenging task of identifying as well as reaching target audiences in a privacy-safe way.
At Nexxen, we have invested in and built an incredibly advanced tech stack inclusive of a DSP, SSP and a robust DMP (data management platform). To put the scale of our data footprint into perspective, we work with over 1,000 advertiser and agency customers as well as over 1,600 publisher customers and have third-party data relationships with over 65 partners. We also have access to TV and streaming viewership data across millions of households through partnerships with major TV and streaming data players. Our platform has direct access to publish ads on roughly 225,000 sites and apps and handles roughly 199 billion daily ad requests. Roughly 86% of our campaigns are now data-enabled, and 39% of all campaigns are using our first party Nexxen data. We believe that as data becomes increasingly more valuable to our customers, so too is the value proposition of our platform. (source: Nexxen International Ltd. Fourth Quarter 2023 Financial Results Mar 6, 2024)
Today we are incredibly excited to announce our latest data solution for partners across the media supply chain: the Nexxen Data Platform.
The Nexxen Data Platform evolves our DMP to enable partners to license out our full suite of data capabilities. It provides a robust ecosystem to help these partners effectively maximize their target consumer relationships by offering a compliant, omnichannel, comprehensive and 360-degree view of valuable audiences. Like the rest of Nexxen’s technology, we built the Nexxen Data Platform on top of our own and operated infrastructure.
We believe that as data becomes increasingly more valuable to our customers, so too is the value proposition of our platform.
We believe that as data becomes increasingly more valuable to our customers, so too is the value proposition of our platform.
For example, a buyer can directly onboard their own audiences and leverage Nexxen’s tools to create enriched audiences to activate across Nexxen’s unified tech stack or via select 3P DSP or SSP platforms through four key pillars:
- Data onboarding: we unite the buyer’s data assets like their first-party data with Nexxen data assets through our clean room capabilities to provide a comprehensive and privacy safe view of target customers
- Data assets: These assets include unique sources that take that buyer’s data to the next level, such as exclusive ACR data from VIDAA, streaming viewership data from PeerLogix, 3P partnerships data and more.
- Data applications: A buyer then taps into these enhanced data sets through Nexxen-exclusive applications like Nexxen Discovery, TV Intelligence and our Unified Identity Graph.
- Data activations: Once Nexxen’s applications create the enhanced, holistic audiences, the buyer can then activate against them through:
a. The Nexxen SSP and DSP
b. The Nexxen SSP via private marketplace deals (PMPs) with select third-party DSPs
c. Select third-party SSPs and DSPs
We look forward to seeing the multiple ways our partners leverage the Nexxen Data Platform, capturing as much data efficiency and impact as possible. For Nexxen, the Nexxen Data Platforms serves as another example for how Nexxen is well positioned for the continued industry evolution.
You can learn more about the Nexxen Data Platform at nexxen.com/nexxen-data-platform.
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