Nexxen has entered into a data licensing agreement with Yahoo that will integrate its automatic content recognition (ACR) audience segments into the Yahoo DSP, the companies announced this week.
The agreement is intended to help expand advertisers’ ability to target and measure TV audiences across multiple regions, Nexxen and Yahoo said.
The deal makes Nexxen’s ACR segments available for campaign use in the United States, the United Kingdom and Germany, offering both standardized and custom data sets tailored to specific marketing goals. In the U.S., the data will be incorporated into Yahoo DSP’s Unified TV Audience solution, which blends information from leading TV data partners and is enhanced through Yahoo’s ConnectID identity framework.
ACR technology enables the identification of what content households are watching, allowing advertisers to understand viewership trends and connect campaigns across devices. Nexxen’s data set includes insights ranging from genre and network preferences to brand-level ad exposure, providing marketers with a fuller picture of audience behavior and competitive performance.
Executives from both companies said the collaboration aims to improve cross-platform audience management, help advertisers extend reach beyond traditional linear TV, and reduce duplication of ad exposure.
“By incorporating Nexxen’s ACR data into Unified TV Audiences, we’re giving advertisers a more holistic view of household viewing behaviors across both linear and CTV,” said Giovanni Gardelli, the Vice President of Data Products at Yahoo DSP. “This unlocks smarter, more precise targeting across channels, whether it’s based on viewing behavior by genre, network, competitive households that have seen a rival’s ads, or viewing intensity like light versus heavy TV watchers.”
Wendy Lee, the Global Vice President of Data Partnerships at Nexxen, said the deal reflects growing demand for global, flexible data assets that can operate across different markets and buying systems.
“Advertisers today need global data assets that can flex across markets, formats and buying platforms,” Lee said. “By licensing our ACR data to Yahoo, we’re making it easier for brands around the world to act on real TV-viewing insights – whether that means finding incremental audiences, controlling frequency across devices or building custom segments that match their exact needs.”
