In a strategic move designed to simplify and enhance the value of data in digital advertising, Nexxen has announced the official launch of its Curated Marketplace solution. The global advertising technology platform, known for its deep expertise in data and advanced television, has rolled out the new offering to empower a wide range of industry players including data owners, publishers, curators, and agencies to more effectively monetize their valuable data assets across Nexxen’s extensive network of premium advertising supply.
The Curated Marketplace functions as a sophisticated yet user-friendly hub where partners can create, activate, and manage tailored advertising deals, often referred to as private marketplaces (PMPs). This process is designed to deliver stronger and more measurable campaign outcomes for advertisers while simultaneously driving new streams of demand to Nexxen’s publisher partners. The platform offers two primary pathways for creating these data-driven deals. Partners can seamlessly onboard their own first-party data to be applied to Nexxen’s premium inventory, or they can tap into a rich variety of differentiated data sources available through the Nexxen Data Platform, the company’s proprietary data management platform (DMP). These available sources include exclusive audience insights from Nexxen’s audience discovery tool, proprietary TV audience targeting segments derived from automatic content recognition (ACR) data, and a wide array of third-party data sets.
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“Curated Marketplace is delivering on its goal to make curation simpler, smarter and more impactful for every side of the ecosystem,” stated Tom Friedmann, VP/GM of Curated Marketplace at Nexxen. “By combining proprietary data with premium supply – and equipping partners with the tools they need to control, optimize and measure – we are helping them drive meaningful value at scale.”
The solution is designed with distinct benefits for each participant in the advertising chain. For data owners, it provides a direct path to integrate and package their proprietary data, transforming a static asset into a strategic revenue driver. For curators, it offers an intuitive, self-service platform with premium inventory at scale and fast optimization tools. Publishers can unlock new levels of audience reach and attract increased advertiser demand for their brand-safe inventory. For the rapidly growing retail media and commerce networks, the marketplace allows for the onboarding of proprietary data to deliver more precise targeting across omnichannel supply with reduced signal loss. Finally, for buyers and agencies, it provides a powerful tool to drive client value by activating unique data sets across a wide range of channels.
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The launch has been met with enthusiasm from early partners who are already leveraging the platform’s capabilities. “Our partnership with Nexxen combines the strength of their marketplace infrastructure with the power of Multilocal’s curation intelligence engine. This enables partners to transparently plan, activate and optimize data-driven deals across Nexxen’s supply and data marketplace,” said Zach Rosen, SVP of Business Development and Partnerships at Multilocal. “This partnership enables Nexxen’s publisher partners to surface their inventory as premium, high-demand, data-enhanced packages, tapping into our global ecosystem of buyers and curators for smarter monetization at scale.”
Paul Bell, President of 33Across, added, “We’re excited to partner with Nexxen to streamline supply-side curation with 33Across’s data and media activation intelligence, Glossary. Nexxen’s robust and intuitive platform coupled with Glossary’s proprietary data, media activation and optimization strategies gives buyers greater efficiency, impact and campaign performance.”
The focus on ease of use and speed to market was highlighted by another key partner. “Transparent and straightforward curation is key to maintaining reach and relevance,” commented Ali Mack, Vice President of AdTech at Experian Marketing Services. “Nexxen’s Curated Marketplace makes it easy to utilize Audigent’s first-party audiences and Experian’s syndicated audiences with premium inventory, enabling advertisers and publishers to move from testing to outcomes faster. It’s a practical step forward for the ecosystem and a clear path to better results.”
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