Nexxen – global advertising technology platform with deep data and advanced TV expertise – has announced a partnership with independent agency H/L in helping advertisers get their bearings in the rapidly expanding CTV landscape by placing attention-based targeting, advanced analytics, and measurable outcomes at the heart of this new partnership. In partnership with Nexxen, the company said these are integrated by combining Nexxen’s DSP and audience insights with the strategic and media planning capabilities of H/L to tackle fragmented viewer attention and drive impactful, data-backed campaigns, complete with meaningful business results across premium CTV environments such as Philo and DIRECTV Advertising.
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Its potential is also evident for the partnership, as high-performance results have already been demonstrated by H/L clients with substantial lifts using signal-driven strategies to optimize frequency and targeting. Through data, technology, and planning collaboration, the initiative enables brands and agencies to move their media investments from the typical reach-focused TV-like activities into a smarter outcome-focused model of engagement and measurement with success, as recognized by advertisers across the ever-evolving and complicated streaming landscape.