Life At Nexxen with Jennifer Mandeville
In our latest installment of Life at Nexxen, we sat down with Mike Connon, Sr. Sales Director on the Strategic Sales Team. We discussed what it’s like to manage your own team, the skills you need in any sales role, and the musical start to his career.
AdExplainer: The Rise Of Sell-Side Curation
Stagwell Brings Identity Tools To Its ‘Marketing Cloud’ Via Nexxen Partnership
Introducing the flexible, unified Nexxen Data Platform
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. Read Next
Stagwell (STGW) and Nexxen Partner to Accelerate Seamless Audience Discovery for Marketers
Linkedin Icon-xtwitterlogo-black Stagwell and its customers to leverage Nexxen’s unified, proprietary data solutions within the Stagwell Marketing Cloud Partnership aligns with Nexxen’s launch of the Nexxen Data Platform, an expansion of its propriety data management platform New York, May 16, 2024 – Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, and Nexxen (AIM / NASDAQ: NEXN), a global advertising technology company comprising unified demand-side and supply-side platforms, with deep expertise in video and Connected TV (“CTV”), today announced a partnership to offer an immersive suite of data solutions and integrated applications within the Stagwell Marketing Cloud, through which advertisers can gain a deeper understanding of consumers to enhance engagement and drive results. The announcement comes as Nexxen launches the Nexxen Data Platform, building and expanding upon its proprietary data management platform. The platform provides an enriched ecosystem in which brands can securely and effectively input data of their choosing (first-party, contextual, second-party and more) to augment their audiences with Nexxen’s unique data assets and proprietary applications including contextual audience discovery tools. The availability of automatic content recognition (“ACR”) data through the platform enables advertisers to better understand viewability patterns and optimally allocate spend across linear and digital TV. Various capabilities of the partnership are made possible through Nexxen’s proprietary unified identity graph. The solution, which will be broadly accessible through the Nexxen Data Platform, will combine and deduplicate multiple identifiers into a merged graph to enable increased scale, frequency capping and better targeting and attribution at the person and household level. The unified graph will also help advertisers address changes in privacy and identity, including cookie deprecation. “As Stagwell grows our assets and pipeline within the media ecosystem, this partnership with Nexxen is a win-win for clients,” said Mark Penn, chairman and CEO, Stagwell. “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.” “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,” said Ofer Druker, CEO, Nexxen. “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.” About Stagwell Inc. Stagwell (NASDAQ: STGW) is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com About Stagwell Marketing Cloud Stagwell Marketing Cloud (SMC) is a marketing-focused, AI-enablement platform built for the modern marketer. Born out of Stagwell’s (NASDAQ: STGW) network of award-winning marketing agencies, SMC’s technology empowers marketers to drive business impact by giving them intuitive tools equipped with proprietary, actionable data. SMC’s portfolio of solutions powers strategic consumer research, communications, and media activation for brands worldwide by leveraging technology such as generative and predictive artificial intelligence, shared augmented reality, and more. Get your head in the cloud at www.stagwellmarketingcloud.com About Nexxen Nexxen empowers advertisers, agencies, publishers and broadcasters around the world to utilize video and Connected TV in the ways that are most meaningful to them. Comprised of a demand-side platform (DSP), supply-side platform (SSP), ad server and data management platform (DMP), Nexxen delivers a flexible and unified technology stack with advanced and exclusive data at its core. Our robust capabilities span discovery, planning, activation, measurement and optimization – available individually or in combination – all designed to enable our partners to reach their goals, no matter how far-reaching or hyper niche they may be. For more information, visit www.nexxen.com Nexxen is headquartered in Israel and maintains offices throughout the United States, Canada, Europe and Asia-Pacific, and is traded on the London Stock Exchange (AIM: NEXN) and NASDAQ (NEXN). More information is available on the Nexxen Data Platform at www.nexxen.com/nexxen-data-platform Forward-Looking Statements This press release contains forward-looking statements, including forward-looking statements within the meaning of Section 27A of the United States Securities Act of 1933, as amended, and Section 21E of the United States Securities and Exchange Act of 1934, as amended. Forward-looking statements are identified by words such as “anticipates,” “believes,” “expects,” “intends,” “may,” “can,” “will,” “estimates,” and other similar expressions. However, these words are not the only way Nexxen identifies forward-looking statements. All statements contained in this press release that do not relate to matters of historical fact should be considered forward-looking statements, including without limitation statements regarding the benefits associated with the Nexxen/Stagwell partnership, and Nexxen’s products and platforms including the Nexxen Data Platform and proprietary identity graph. These statements are neither promises nor guarantees but involve known and unknown risks, uncertainties and other important factors that may cause Nexxen’s actual results, performance or achievements to be materially different from its expectations expressed or implied by the forward-looking statements, including, but not limited to, the following: negative global economic conditions; global conflicts and war, including the current terrorist attacks by Hamas, and the war and hostilities between Israel and Hamas and Israel and Hezbollah, and how those conditions may adversely impact Nexxen’s business, customers, and the markets in which Nexxen competes. Nexxen cautions you not to place undue reliance on these forward-looking statements. For a more detailed discussion of these factors, and other factors that could cause actual results to vary materially, interested parties should review the risk factors listed in the Company’s most recent Annual Report on Form 20-F, filed with the U.S. Securities and Exchange Commission (www.sec.gov) on March 6, 2024. Any forward-looking statements made by Nexxen in this press release speak only as of the date
Brands are rethinking their CTV strategies as the channel matures
How Nexxen’s Discovery Platform, DSP and Human Intelligence Helps Lexus Achieve Success YoY
Interviewed by: Carol Gillard Linkedin Icon-xtwitterlogo-black Albert Thompson, Managing Director at Walton Isaacson is a seasoned marketer with 20 years of experience working with auto clients, and 16 of those years have been focused on Lexus. He continuously looks to data that helps him better understand consumer intent before activating his campaigns to drive performance for his client–going beyond CTRs and VTRs as metrics for success. As a long-standing partner using Nexxen’s Discovery tool and DSP (Albert and Walton Isaacson’s relationship spans many mergers and acquisitions), we sat down with him to learn more about why he chooses Nexxen as a partner. Nexxen has always been about unpacking the decisions people make and better understanding them. That’s what’s unique about the Nexxen DSP, it’s probably the only engine that is bolted onto a business intelligence framework, so we know real consumer intent and how to target before execution. Nexxen, has always been about unpacking the decisions people make and better understanding them. That’s what’s unique about the Nexxen DSP, it’s probably the only engine that is bolted onto a business intelligence framework, so we know real consumer intent and how to target before execution. Consumer intent-level data for precision targeting through DSP I work in an agency, but I’ll tell people I’m not an agency person or media person either–all I care about is why consumers buy what they buy. So, I think my relationship with Amobee, and now Nexxen, has always been about unpacking the decisions people make and better understanding them. That’s what’s unique about the Nexxen DSP, it’s probably the only engine that is bolted onto a business intelligence framework, so we know real consumer intent and how to target before execution. For instance, we know that Lexus dealers want a warm lead–someone who knows what they want. So, the only way we started with our Nexxen campaigns was using the narrow domain of interest around the Lexus vehicle to target–this is data we got from the Discovery tool. Supply path optimization before “SPO” was a pressing issue Cleaning up the supply chain is a conversation that Walton Isaacson and Nexxen (since the Amobee days) have always had. This goes back years before anyone talked about removing unnecessary intermediaries and wasting impressions on junk sites. So, we never had MFA, or click bait, or quality of audience targeting, or brand safety issues when working together. With this sort of “excellence in the details” mantra, we collectively were always about understanding the real “why” behind performance. Audience intelligence informed by AI and people My philosophy is that if you marry human thinking and intelligence with a machine that can do that at scale, then that deep learning then feeds the targeting engine and execution; that’s like marrying a consulting firm with a big buying agency with smart people. That’s why consultancy firms started buying agencies, because they’re tethering strategic consulting to execution, which is the way it should have been from the beginning. But what’s missing is robust technology that can accelerate all that. To me, that’s really what Nexxen does. I only worked with partners who let me “program the machine.” I need to be able to provide intel, send white papers, reports, industry research, client data, because the only way that the highest threshold of intelligence in an engine can be achieved is when there’s human input. Nexxen’s DMP functions more like a CDP–it’s evolved over time to house more intent-based data sources and store that data longer. That makes it so much easier for the machine to be fed and learn, and that’s what I’ve been doing with the Discovery platform for years. A long-term relationship built from dedicated customer service and consultative collaboration Nexxen has a good team of people and good tech–I know from speaking to your engineers. I always tell people if you get to the 10th person removed from your rep and you still like them [the company], it’s a good organization. You guys have always done a great job of having account people and engineers all in the room at the same time to have multidimensional dialogue in the same conversation, and most other companies just don’t. That’s a lost art in this business. Intelligence data that fuels business not solely campaigns If a partner hands me an audience report, Nexxen Discovery is the kind of report that needs to be the standard–they’re the reports that I can hand to a client for them to make better business decisions with. When I look at everyone else’s, the reporting is not robust and it’s just basic one-size-fits-all. During COVID we gave Lexus the Discovery reports that looked at hybrid interest and adoption and monitored it go down and then rebound, which was key for local markets at the dealer level [to know]. All that was worth gold to a marketing type because the only category and the only industry where I see that kind of intelligence is pharmaceutical. Proven results YoY Early in the relationship with Nexxen, when we were optimizing the DMP with Discovery data around online inquiries, we had so much success with the campaign that I think it was unbelievable to the client. At first, they noted that purchase inquiries were a very narrow KPI–but then the number of test drives were so off the charts that they didn’t believe it until we were doing it year-over-year. Read the Lexus case study Read Next
Marvel Studios, eBay, HelloFresh and Peacock are Digiday Content Marketing Awards winners
Life At Nexxen with Mike Connon
In our latest installment of Life at Nexxen, we sat down with Mike Connon, Sr. Sales Director on the Strategic Sales Team. We discussed what it’s like to manage your own team, the skills you need in any sales role, and the musical start to his career.
Industry Q&A with Krush Media
Earlier this week we sat down with Krush Media CEO, Jeff Chi to get his perspective on the ever-changing Ad Tech Industry. Read below to see where he thinks the Ad Tech industry is going in the next few years. If you could pull out your crystal ball and look into the future, aside from the cookie-less future, what changes, advancements or challenges do you anticipate for the AdTech industry in the next year or 2? I believe we will continue to see the adoption of Digital Out of Home inventory as that inventory becomes increasingly available. Ad buyers and agencies are always chasing their audiences and DOOH is showing signs of being a new and effective way of advertising. I also think our industry will continue to focus on Supply Path Optimization. We will certainly see more buying on verified inventory moving forward in years to come. What is one piece of advice buyers should consider when buying programmatic? My advice to ad buyers is that they should focus more on ad quality and performance and less on big name publisher properties. Mid-tail publishers with good ad quality will cost you half the price of advertising on big brand publishers, but performance can be comparable. As buyers are getting more savvy with how they spend, they should not forget about mid-tail publishers. Same question for the other side of the business? What advice would you give publishers as they are looking to monetize their inventory, in what some may say a saturated space? My advice to publishers is to test a partnership with all established and trusted monetization companies in our industry. Not all companies are the same and will vary in performance from publisher to publisher. There will be cases where a monetization company outperforms for one publisher, underperforms another strictly based on the advertisers they have buying through them. Best way to see if there’s a match it to test partnerships in a live environment and then keeping the partnerships that outperform. Connect With Us Learn how you can effectively and meaningfully leverage today’s video and CTV opportunities with our end-to-end platform, data and insights. Contact Us