Integrated suite of solutions helps advertisers reduce manual heavy lifting on campaigns and gain a clearer view of true performance
Nexxen, the advertising technology platform powered by unique data and media, today highlighted the full-funnel performance capabilities available within its demand-side platform (“DSP”), Nexxen DSP. The capabilities span a set of integrated and AI-led optimization, measurement and reporting tools, enabling advertisers and media buyers to maximize outcomes while reducing in-flight manual work.
Full-funnel performance brings together multiple DSP assets to help brands make the most of their media dollars and better understand the factors driving results, including:
- In-Flight Optimization (“IFO”): Unify offline signals and optimize campaigns in real time
- Performance Algorithms from nexAI: Maximize campaign effectiveness leveraging Nexxen’s suite of AI-driven tools, no matter the KPI
- Auto-Allocation: Automatically optimize toward the best performing tactics
- Incrementality Testing via Ghost Bidding: Determine which tactics are driving the strongest performance
- nexAI-Powered In-Platform Reporting: Equip teams with data and insights to make informed decisions
Unlike traditional performance stacks, where optimization and measurement can live in separate tools, Nexxen’s approach is holistic, powered by unique data from both the demand- and supply-sides of its tech stack. Leveraging signals from sources including automatic content recognition (“ACR”) data as well as audience insights from Nexxen Discovery, Nexxen’s unified platform can inform smarter decisions and deliver more meaningful results.
“Fragmentation has made performance measurement increasingly difficult, particularly when viewing takes place in a CTV environment and conversion takes place later on another device – connecting TV exposure to downstream actions is rarely straightforward,” said Kara Puccinelli, Chief Customer Officer, Nexxen. “Full-funnel performance in Nexxen DSP helps advertisers optimize while campaigns are in flight and measure real lift, ultimately connecting upper-funnel impact to lower-funnel outcomes. As a result, our clients can see the whole picture – understanding which channels and tactics are creating demand, and which are converting it.”
“Attribution modelling only goes so far in understanding our return on investment. Nexxen DSP’s incrementality feature gives our clients the clearest understanding of their performance, so we can focus on spending on the audiences that drive outcomes,” said Justin Manus, Chief Technology Officer, Tinuiti.
The full-funnel performance suite is available now within Nexxen DSP, with additional enhancements planned throughout the year.
