Observed Signal · Dec 17, 2025 · Partnership · Source: ExchangeWire · Impact: 4/5 · Sentiment: Neutral
Nexxen Teams with Yahoo DSP for Enhanced Audience Targeting
Nexxen has licensed its automatic content recognition (ACR) audience segments to Yahoo DSP, enabling targeting across the Yahoo DSP platform in the US, UK, and Germany. The data will be available as part of Yahoo DSP’s Unified TV Audience offering and will be strengthened with Yahoo ConnectID, allowing advertisers to reach audiences using off-the-shelf or custom ACR segments. The segments provide genre, network, and programme-level insights along with brand-level ad exposure data to support incremental reach, cross-platform frequency management, and competitive conquesting across linear TV and connected TV. Nexxen executives and Yahoo executives described the collaboration as expanding access to global TV-viewing insights and precise cross-channel targeting.
Major platform data licensing/integration between Nexxen and Yahoo DSP
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Key Takeaways & Evidence Grounding
- Nexxen licensed its ACR audience segments to Yahoo DSP.
- Segments will be available for targeting within Yahoo DSP in the US, UK, and Germany.
- In the US, Nexxen’s ACR data will be part of Yahoo DSP’s Unified TV Audience offering, integrated with Yahoo ConnectID.
- Segments provide genre, network, and programme-level insights and brand-level ad exposure data.
- The collaboration aims to achieve incremental reach, manage frequency, and enable competitive conquesting across linear and CTV.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Adform Integrates Nexxen's TV Data for Enhanced Ad Targeting
Adform has integrated ACR-based TV and streaming data from Nexxen into the Adform platform. Nexxen collects automatic content recognition (ACR) signals directly from Smart TVs whose users have enabled the feature, via partnerships with TV manufacturers and Smart-TV platform providers—notably the OS supplier for Hisense and Toshiba—giving access to aggregated data from millions of devices. Nexxen (formerly Tremor International) operates both DSP and SSP businesses but has partnered with Adform to make audience segments available for targeting, analysis and campaign planning. Segments include streaming platform, genre, TV network, program, major TV events and ad exposure. Adform frames the integration as improving transparency and enabling advertisers to plan, activate and measure campaigns across TV and digital channels.
Nexxen and Acxiom Expand Audience Intelligence
Nexxen expanded its partnership with Acxiom (part of Omnicom Media Group) to integrate Acxiom's privacy-aware audience data into Nexxen Discovery, Nexxen’s proprietary insights tool. The integration combines Acxiom’s consumer intelligence (interest, purchase and household-level insights) with Nexxen Discovery’s contextual, behavioral and viewership signals to create unified, continuously refreshed audience views. The combined data aims to improve audience reach and full-funnel performance by enabling advertisers to refine, extend and activate audiences across channels in real time. Karim Rayes (Chief Product Officer, Nexxen) and Martin Wexler (EVP, Product Revenue and Partnerships, Acxiom) are quoted on the benefits of the collaboration for faster, privacy-first audience planning and activation.
Walmart outlines plan to dominate TV advertising
Walmart is aggressively expanding its retail media ambitions into TV advertising. The retailer, which acquired Vizio for $2.3 billion two years ago, is now building a streaming ecosystem that includes the recent acquisition of adtech firm Vibe.co for $1.4 billion. Walmart Connect, the retailer's ad business, is pitching itself to non-endemic advertisers, leveraging Vizio's smart TV OS and Vibe.co's performance-focused streaming platform. New partnerships with Skydance and Spotify aim to extend reach, and the Yahoo DSP integration is moving to alpha. Walmart's U.S. ad business grew 38% YoY in Q2, and the company is positioning its first-party commerce data as the key differentiator for TV ad targeting and measurement, even for brands that don't sell at Walmart.
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