Nexxen Launches Key Political Tools for Advanced Campaign Control and Voter Reach

Rhea-AI Summary

Nexxen, a global unified advertising technology platform, has launched key tools for political advertisers. These tools provide advanced controls and unique audience data to drive campaign success. Nexxen's end-to-end technology stack includes a fully integrated demand-side platform (DSP) and supply-side platform (SSP), enhancing performance and maximizing political audience reach.

The company introduced five new offerings for 2024, including Political District Targeting, Campaign End Times, a Political Dashboard powered by Nexxen Discovery, a partnership with Proximic by Comscore for TV Political Audiences, and being selected as News Corp's preferred SSP for political PMP deals. These innovations aim to provide advertisers with more granular targeting, efficient spend optimization, and access to real-time voter data.

Positive

• Launch of advanced tools for political advertisers, potentially increasing market share in the political advertising sector
• Integration of DSP and SSP platforms, potentially improving efficiency and performance
• Introduction of five new offerings for 2024, potentially enhancing product competitiveness
• Partnership with Comscore for TV Political Audiences, potentially expanding reach and capabilities
• Selection as News Corp's preferred SSP for political PMP deals, potentially increasing revenue streams

Negative

• None.

Political Campaign Strategist

As a seasoned political campaign strategist, I find Nexxen's new suite of tools to be a game-changer for political advertising in the digital age. The Political District Targeting feature is particularly noteworthy, allowing for hyper-localized messaging that can significantly increase the efficiency of campaign spending. This granular approach can be important in swing districts or in races where every vote counts.

The Political Dashboard, powered by Nexxen Discovery, is an innovative tool that provides real-time insights into public sentiment and content engagement. This data-driven approach allows campaigns to be more agile, adjusting their messaging and strategy based on up-to-the-minute voter behavior. It's like having a constant pulse on the electorate, which can be invaluable in today's fast-paced political landscape.

Moreover, the partnership with Comscore for TV Political Audiences retargeting is a smart move. In an era where voters are bombarded with information across multiple platforms, the ability to reinforce messages to those already exposed to political ads can significantly enhance message retention and potentially influence voter behavior.

However, it's important to consider the ethical implications of such precise targeting capabilities. While these tools offer unprecedented control and reach, they also raise questions about voter privacy and the potential for manipulation. Campaigns must use these technologies responsibly to maintain the integrity of the democratic process.

AdTech Analyst

From an AdTech perspective, Nexxen's latest offerings represent a significant leap forward in political advertising technology. The integration of a fully integrated demand-side platform (DSP) and supply-side platform (SSP) is particularly impressive. This end-to-end solution addresses a common pain point in digital advertising: data loss between different platforms. By minimizing this loss, Nexxen's system can potentially offer superior performance and efficiency compared to piecemeal solutions.

The Campaign End Times feature, while seemingly simple, addresses a long-standing inefficiency in campaign management. The ability to set specific end times, rather than defaulting to midnight, can lead to more precise budget allocation and potentially significant cost savings across large-scale campaigns.

Nexxen's selection as News Corp's preferred SSP for political Private Marketplace (PMP) deals is a major coup. This partnership gives political advertisers access to premium inventory and detailed audience data from high-profile publications like the New York Post and Dow Jones. The combination of quality content and precise targeting could yield impressive results for political campaigns.

However, the real test for Nexxen will be in the performance metrics. While these tools offer impressive capabilities, their true value will be determined by their ability to deliver measurable improvements in campaign performance, voter engagement and ultimately, election outcomes. As we approach the 2024 election cycle, all eyes will be on platforms like Nexxen to see if they can deliver on their promises of enhanced political advertising effectiveness.

Data Privacy Expert

As a data privacy expert, I have some reservations about the extensive data collection and targeting capabilities offered by Nexxen's new political tools. While these features undoubtedly provide powerful campaign management options, they also raise significant privacy concerns.

The Nexxen Data Platform, which sources data from various channels including audience targeting and strategic data partnerships, could potentially collect and process vast amounts of personal information. The real-time analysis of content engagements and user behavior across digital, social and TV on-demand platforms through Nexxen Discovery is particularly concerning from a privacy standpoint.

The Proximic by Comscore TV Political Audiences Partnership allows for retargeting of custom audiences who have been exposed to political ads. This level of tracking and targeting, while valuable for advertisers, could be seen as invasive by voters who may not be aware of the extent to which their viewing habits and political interests are being monitored and used.

Furthermore, the ability to target by US Political district and use detailed audience data such as voter registration, age and ethnicity through News Corp's premium content raises questions about the potential for voter profiling and manipulation.

While these tools offer unprecedented precision in political advertising, they also necessitate a serious discussion about data ethics and voter privacy. Political campaigns and ad tech companies must ensure they are complying with data protection regulations and maintaining transparency about their data collection and usage practices. As we move forward, it will be important to strike a balance between effective political communication and respecting individuals' privacy rights.

Innovation, including a real-time political dashboard, complements full-stack solution to drive performance, create efficiency and mitigate data loss

Nexxen SSP selected as News Corp’s preferred SSP for political PMP deals

NEW YORK, July 25, 2024 (GLOBE NEWSWIRE) -- Nexxen, a global, unified advertising technology platform with deep expertise in video and Connected TV (“CTV”), today announced the launch of key tools for political advertisers, providing them with advanced controls and unique audience data to make informed and granular decisions that drive campaign success.

Nexxen’s end-to-end technology stack encompasses a fully integrated demand-side platform (“DSP”) and supply-side platform (“SSP”), which enhance performance, improve efficiency and minimize data loss, thus maximizing political audience reach throughout the entire campaign lifecycle.

During the initial discovery phase, advertisers can utilize unique data and applications found in the Nexxen Data Platform. This valuable data is sourced from various channels, such as audience targeting and strategic data partnerships as well as Nexxen Discovery, a real-time market research platform that analyzes content engagements and user behavior across digital, social and TV on-demand. As campaigns launch – either through Nexxen or another DSP and SSP – political advertisers can leverage Nexxen’s advanced measurement suite to gain deep insights into the impact of each campaign.

Further, in 2024, five new offerings give advertisers advanced controls of their campaigns’ reach and precision.

1. Political District Targeting: A geo-targeting feature that allows advertisers to target by US Political district (Congressional District, State Senate, State House/Assembly) within the platform directly. Political District Targeting allows for more granular and relevant targeting based on campaign goals.
2. Campaign End Times: A feature that allows advertisers to optimize spend more efficiently with the ability to update their campaign end time within the Flight Schedule section to a specific time, rather than the industry default 11:59 PM.
3. Political Dashboard, Powered by Nexxen Discovery: An easy-to-use, panel-based dashboard provides national- and state-level battleground candidate and issue analysis, including public sentiment and week-over-week change in content engagement, so advertisers can identify and activate custom voter audiences. These audiences can then be pushed directly to the Nexxen DSP for streamlined media buy activation on CTV and video.
4. Proximic by Comscore TV Political Audiences Partnership: This augmentation of Nexxen’s partnership with Comscore enables political advertisers to retarget custom audiences who have previously been exposed to political ads for President, Congress, Governor and Ballot Referendums to ensure their message stays top-of-mind for voters. The Proximic by Comscore linear retargeting solution can be utilized for reach extension, to amplify frequency and to increase share of voice.
5. News Corp’s Preferred SSP for Political Private Marketplace (“PMP”) Deals: Media company News Corp has selected Nexxen as its preferred SSP for political PMP deals, enabling detailed audience targeting across premium content using data such as congressional districts, voter registration, age, ethnicity and more. This collaboration will ensure that political advertisers can achieve more precise and effective campaign outcomes, reaching voters with greater accuracy and elevating campaign impact on inventory including the New York Post and Dow Jones.

“Nexxen’s platform maximizes political dollars by providing advertisers with access to real-time voter data and the ability to reach those voters quickly, with precision and control,” said Ariel Deitz, Vice President of Enterprise Partnerships at Nexxen. “With our full-stack technology and Streaming DNA core, we are helping our political advertisers maximize their frequency controls and make smarter decisions on what impressions to buy for their ad campaign."

About Nexxen

Under the parent Company Tremor International (AIM / NASDAQ: TRMR), 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

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 any Nexxen partnership, Nexxen’s products and platforms including the Nexxen Political Tools, 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 of this press release, and Nexxen does not intend to update these forward-looking statements after the date of this press release, except as required by law.

Nexxen, and the Nexxen logo are trademarks of Nexxen International Ltd. in the United States and other countries. All other trademarks are the property of their respective owners. The use of the word “partner” or “partnership” in this press release does not mean a legal partner or legal partnership.

For more information, please contact:

Genevieve Wheeler        
Communications Director        
gwheeler@nexxen.com

FAQ

What new political advertising tools has Nexxen (NEXN) launched in 2024?

Nexxen (NEXN) has launched five new offerings in 2024: Political District Targeting, Campaign End Times, a Political Dashboard powered by Nexxen Discovery, a partnership with Proximic by Comscore for TV Political Audiences, and being selected as News Corp's preferred SSP for political PMP deals.

How does Nexxen's (NEXN) Political District Targeting feature work?

Nexxen's (NEXN) Political District Targeting is a geo-targeting feature that allows advertisers to target by US Political district (Congressional District, State Senate, State House/Assembly) directly within the platform, enabling more granular and relevant targeting based on campaign goals.

What is the significance of Nexxen (NEXN) being selected as News Corp's preferred SSP for political PMP deals?

Nexxen's (NEXN) selection as News Corp's preferred SSP for political PMP deals enables detailed audience targeting across premium content using data such as congressional districts, voter registration, age, and ethnicity. This collaboration aims to help political advertisers achieve more precise and effective campaign outcomes on inventory including the New York Post and Dow Jones.

How does Nexxen's (NEXN) partnership with Comscore benefit political advertisers?

Nexxen's (NEXN) partnership with Comscore allows political advertisers to retarget custom audiences who have been previously exposed to political ads for President, Congress, Governor, and Ballot Referendums. This solution can be used for reach extension, frequency amplification, and increasing share of voice in political campaigns.