Stagwell (STGW) and Nexxen Partner to Accelerate Seamless Audience Discovery for Marketers
Stagwell (NASDAQ: STGW) and Nexxen (AIM / NASDAQ: NEXN) have announced a partnership aimed at enhancing audience discovery for marketers through the Stagwell Marketing Cloud. This partnership integrates Nexxen's Data Platform, which leverages a unified identity graph to manage and enrich data for better audience targeting. The collaboration aims to help advertisers navigate changes in privacy, like cookie deprecation, and improve engagement by offering advanced data solutions. Nexxen's platform will allow brands to utilize a variety of data types to optimize audience insights and media spend efficiently.
- Partnership with Nexxen enhances Stagwell's data solutions.
- Integration with Nexxen's Data Platform offers advanced audience targeting.
- Nexxen's unified identity graph improves data accuracy and scale.
- Enhanced tools for privacy compliance, addressing cookie deprecation.
- Potential for increased engagement and better campaign results.
- Access to a variety of data types (first-party, contextual, second-party) augments audience insights.
- Automatic content recognition data improves media spend efficiency.
- No immediate financial impact disclosed from the partnership.
- Potential dependency on Nexxen's proprietary technologies.
- Risk associated with privacy compliance and data security.
Insights
The collaboration between Stagwell and Nexxen appears beneficial for advertisers looking to optimize their media strategies. The introduction of Nexxen's unified identity graph allows for better targeting and attribution, which can be important in improving the return on investment (ROI) for advertising campaigns. This capability is especially relevant in the context of cookie deprecation, a significant industry shift as browsers limit third-party cookies. The efforts to combine various data sources into a unified identity graph could provide advertisers with a comprehensive view of consumer behavior, leading to more effective campaign strategies.
For long-term stakeholders, this partnership could signify a potential for increased market share and growth in the digital advertising space. The access to Nexxen's proprietary data solutions may also offer a competitive edge, enhancing the ability to navigate privacy regulations while still achieving targeted advertising efforts.
From a technology standpoint, the Nexxen Data Platform expansion brings several advanced features to the table. The automatic content recognition (ACR) data stands out as it enables advertisers to understand viewability patterns across both linear and digital TV. This can help in optimal allocation of ad spend and in fine-tuning the media mix for better audience engagement. Furthermore, the ability to merge and deduplicate multiple identifiers into a unified identity graph enhances data accuracy and scale, which is paramount for effective audience targeting and frequency capping.
This can facilitate a more holistic approach to cross-device and cross-platform marketing strategies, ensuring that campaigns reach the right people at the right time. The privacy-compliant nature of these solutions is also critical, given the increasing regulatory focus on data privacy and security.
From a financial perspective, the partnership between Stagwell and Nexxen could translate into revenue growth and improved profitability for both companies. By enhancing advertisers' ability to target and measure their audiences more effectively, this collaboration may lead to increased demand for Stagwell's and Nexxen's services. In the short term, investors might see an uptick in stock prices as market sentiment could turn positive due to the perceived value and innovation brought by this partnership.
In the long term, however, it will be important to monitor the actual performance metrics and client adoption rates of these new data solutions. The ability of Stagwell and Nexxen to continuously innovate and stay ahead of industry trends will be essential for sustaining growth and maintaining competitive advantage.
Potential risks include the capacity to manage and integrate vast amounts of data securely while adhering to evolving privacy laws. Any lapses in data management or compliance could negatively impact their reputations and financial outcomes.
Stagwell and its customers to leverage Nexxen's unified, proprietary data solutions within the Stagwell Marketing Cloud
Partnership aligns with Nexxen's launch of the Nexxen Data Platform, an expansion of its propriety data management platform
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. 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.
"As Stagwell grows our assets and pipeline within the media ecosystem, this partnership with Nexxen is a win-win for clients," said Mark Penn, chairman and CEO, Stagwell. "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 maximize their campaigns with unified and comprehensive views of valuable audiences across touchpoints and devices, in a privacy-compliant manner."
"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," said Ofer Druker, CEO, Nexxen. "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."
About Stagwell Inc.
Stagwell (NASDAQ: STGW) is the challenger network built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
About Stagwell Marketing Cloud
Stagwell Marketing Cloud (SMC) is a marketing-focused, AI-enablement platform built for the modern marketer. Born out of Stagwell's (NASDAQ: STGW) network of award-winning marketing agencies, SMC's technology empowers marketers to drive business impact by giving them intuitive tools equipped with proprietary, actionable data. SMC's portfolio of solutions powers strategic consumer research, communications, and media activation for brands worldwide by leveraging technology such as generative and predictive artificial intelligence, shared augmented reality, and more. Get your head in the cloud at www.stagwellmarketingcloud.com
About Nexxen
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
Nexxen is headquartered in
More information is available on the Nexxen Data Platform at www.nexxen.com/nexxen-data-platform
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 Nexxen/Stagwell partnership, and Nexxen's products and platforms including the Nexxen 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
Nexxen, and the Nexxen logo are trademarks of Nexxen International Ltd. in
Media Contact
Sarah Arvizo
pr@stagwellglobal.com
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SOURCE Stagwell Inc.
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