Stagwell and Nexxen announced a partnership 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.

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 addresschanges in privacy and identity, including cookie deprecation.