Exclusive: Nexxen's game-changing TV analytics, AI solutions

In an exclusive interview, Nexxen's Director of Analytics and Solutions has delved into the cutting-edge technologies he believes are reshaping APAC's digital advertising space.

In the dynamic realm of digital advertising, Nexxen stands at the forefront, by pioneering new avenues in both analytics and technology.

Established as Nexxen in 2023, following a rebranding from Amobee, the company has swiftly carved out a niche with its innovative approach to advertising solutions across the Asia-Pacific (APAC) region.

Speaking to TechDay, Jay Kim shed light on the company's core initiatives.

Operating globally with offices in North America, Europe, and across key APAC markets including Japan, Singapore, and Australia, Nexxen has strategically positioned itself at the top of the ladder in digital and programmatic advertising.

With over 1,000 employees worldwide, Nexxen combines a robust demand-side platform (DSP), supply-side platform (SSP), and data management platform (DMP) to offer comprehensive advertising solutions.

"Our main focus is leveraging advanced technologies like AI and our proprietary VIDAA ACR  technology," Kim explained to TechDay.

"This allows us to provide precise analytics and measurement capabilities, particularly in TV viewership data analysis."

Central to Nexxen's recent innovations is the VIDAA ACR technology, a $25 million investment by Tremor International in 2022.

"The VIDAA ACR technology enables us to analyse TV viewership data with unparalleled accuracy. This data powers our cross-screen measurement solutions, offering clients insights into audience behaviour across linear and digital TV environments," he added.

Nexxen's commitment to technological advancement extends to AI integration across its platforms. "AI plays a crucial role in enhancing our bidding strategies, campaign optimizations, and audience targeting," Kim said.

"Our ongoing projects include developing a TV platform that integrates AI for more precise TV campaign planning and execution."

Reflecting on Nexxen's success stories, Kim highlighted a recent collaboration with a major health insurance provider in Australia.

"Using our VIDAA ACR segments, we helped them achieve an 11% increase in incremental reach on digital TV, while excluding 100,000 households that had already been exposed to their ads on linear TV."

Looking ahead, Nexxen anticipates further growth driven by market trends such as holistic TV measurement and the impending deprecation of cookies.

"Clients are increasingly seeking comprehensive measurement solutions for their TV and digital campaigns," Kim explained.

"Our VIDAA ACR technology remains unaffected by cookie deprecation, making it a robust solution amidst industry changes."

Nexxen's unique selling proposition lies in its cohesive integration of DSP, SSP, and DMP with cutting-edge technologies such as VIDAA ACR.

"This integration enables us to offer end-to-end solutions, from planning to activation and measurement, all under one roof," Kim emphasises. "No other competitor currently offers the breadth of capabilities and unique datasets that we provide."

As Nexxen continues to expand its footprint in APAC and beyond, Kim expresses optimism about the future. "We're excited to partner with more clients, leveraging our latest technologies to deliver impactful results," he said.

"Our goal is to redefine the advertising landscape with innovative solutions that drive success for our clients."