Nexxen, Stagwell team up to accelerate seamless audience discovery for marketers
Singapore – Global marketing and communications group Stagwell and global advertising technology company Nexxen has announced that they are teaming up to 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.
read more: Kenvue Appoints Global Creative Agencies
Moreover, 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.
Mark Penn, chairman and CEO at Stagwell, said, “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.”
Meanwhile, Ofer Druker, CEO at 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.”
read more: TikTok Releases New Guide for Beauty Brands
Nine and Magnite strengthen partnership to put 9Now at the forefront of global programmatic TV market
Nine and Magnite (Nasdaq: MGNI), the largest independent sell-side advertising company, today announced they have strengthened their partnership, with Nine adopting Magnite’s SpringServe solution to manage delivery and mediation of its programmatic demand on Nine’s BVOD platform, 9Now.
9Now features some of Australia’s most-watched programs and sporting events including the NRL, Australian Open, Married at First Sight and The Block. The Magnite Streaming SSP will provide the tools to manage and optimise 9Now inventory across multiple demand sources that will put Nine at the forefront of the global programmatic TV market.
Magnite’s SpringServe will power 9Now’s mediation layer, enabling more efficient management of video advertising while maintaining a high-quality viewer experience. SpringServe is able to enhance the 9Now experience for viewers and advertisers by shifting the way programmatic demand sources access inventory; in SpringServe this supply is offered simultaneously and in parallel, as opposed to in a linear and sequential order allowing advertisers more complete access to audiences.
Advertisers will also have the ability to test ClearLine, Magnite’s self-service buying solution which provides direct access to premium video inventory on Magnite’s platforms.
read more: Kaizzen Onboards Ankita Malik as Vice President – North
Here’s what they said
Nick Young, Nine’s Digital Commercial Director, said,
“Nine continues to invest in developing new market-leading digital and data capabilities to empower brands with more effective ways to reach and influence our vast audiences.It’s critical we partner with the best in class technology to meet the unique needs of advertisers in this market. Magnite is such a business and we are pleased to be extending our partnership with the team.”
Yael Milibank, Managing Director, ANZ at Magnite, said,
“Utilising advanced technology designed specifically for programmatic environments helps publishers like Nine maximise revenue potential and tap into new advertising opportunities. Our holistic approach to account service, encompassing tech operations, demand, and deal management, helps our clients navigate the intricate programmatic landscape and empowers them to fully leverage programmatic advertising’s potential. We look forward to delivering positive outcomes for Nine through this unique combination of technology and service.”
read more: Carat India Wins Waaree Energies Media Mandate
Juliette Stead, Head of JAPAC at Magnite, said,
“Nine has been a longstanding, valued partner of ours for many years. Their forward-thinking streaming and digital capabilities mean that they have always been early adopters of our technology, and we value their perspective and partnership tremendously. We look forward to continuing to cultivate our relationship through collaboration and innovation for many years to come.”
Jordan King, Nine’s Director of Programmatic and Digital Sales, said,
“Magnite has a history of building excellent technology solutions and rolling out products that enable us as a Publisher to best monetise and give access to our inventory. We are excited to deepen our partnership and utilise their tech as Nine’s digital transformation takes pace.”
read more: IAB MENA Establishes Specialized Task Force for Audio Advertising