Nexxen expands TV data reach with new VIDAA investment & AI

Nexxen has expanded its TV Intelligence solution in Australia with a significant increase in its automatic content recognition (ACR) dataset, now encompassing more than 1.9 million VIDAA-enabled smart TVs across the country.

Through this development, Australian advertisers are granted broader visibility into household-level viewership, spanning both traditional linear television and streaming platforms. The enriched data, fully integrated into the Nexxen Discovery platform and demand-side platform (DSP), aims to provide more effective audience segmentation and enhanced campaign performance measurement.

Viewership insights

TV Intelligence, Nexxen's suite of planning, activation, and measurement tools, assists brands in managing the complexities of a rapidly changing television landscape. The expanded data set is designed to track and analyse how audiences interact with content across live TV broadcasts and streaming applications, facilitating more accurate targeting and campaign optimisation across the media spectrum.

Josif Zanich, Managing Director for JAPAC at Nexxen, commented on the addition to the company's services. He stated, "As viewer behaviours continue to evolve in Australia, brands and advertisers are increasingly embracing new ways to better understand and engage TV audiences. Powered by one of the country's largest ACR datasets, Nexxen's TV Intelligence delivers visibility across both linear and streaming platforms helping media buyers and traders alike make more informed decisions on their investment."

The new features of the platform are now available to Australian clients, and Nexxen has indicated that it will introduce further activation solutions in the near future.

Product developments

The announcement of the Australian dataset expansion follows a series of updates by Nexxen to its global data capabilities throughout the year. Among these is the continued advancement of nexAI, which now includes generative artificial intelligence. The technology has been developed to support the Nexxen Data Platform, including a user interface assistant within the proprietary Nexxen Discovery insights tool.

According to the company, nexAI supports the advertising life cycle by providing transparency throughout planning, activation, optimisation, and monetisation phases. The tool is intended to help clients quickly distil complex consumer data into actionable audience profiles and streamline campaign planning and activation.

"The Nexxen Data Platform has always been powered by advanced machine learning to help our clients navigate the fragmented media landscape. With the introduction of generative AI and the nexAI Discovery assistant, we're taking that foundation to the next level - turning complex datasets into clear, strategic guidance in an instant," said Karim Rayes, Chief Product Officer, Nexxen. "This is about removing friction from the entire workflow, enabling advertisers and agencies to move from insights to activation faster, smarter and with greater confidence."

VIDAA partnership

Alongside enhancements to its technology stack, Nexxen has renewed and expanded its long-term strategic partnership with VIDAA, a connected television platform which powers devices from Hisense, Toshiba, and other brands worldwide. The renewed agreement focuses on increasing North American TV distribution and enhancing revenue through greater monetisation opportunities and an expanded pool of in-stream advertising inventory.

The partnership aims to increase both the scale and quality of ACR data for more precise audience targeting and measurement. The benefits from the updated agreement are expected to be realised beginning in 2026.

To support the expanded partnership, Nexxen is investing an additional USD $35 million in VIDAA, bringing its total investment to USD $60 million, corresponding to approximately 6% of VIDAA's outstanding shares. This added capital is intended to bolster Nexxen's exclusive rights and overall investment by driving increased data scale, monetisable ad inventory, and user engagement on VIDAA's devices.

VIDAA is expected to use the investment primarily to establish new retail partnerships and strengthen its presence across what is described as the world's largest advertising market.

Nexxen maintains its global operations from its headquarters in Israel, and continues to operate offices across the United States, Canada, Europe, and Asia-Pacific.