Nexxen integrates Acxiom consumer data to combat CTV signal loss

This partnership addresses a critical gap in connected television (CTV) advertising: the inability to link behavioral viewership to actual purchase outcomes. By moving third-party segments into the planning phase, Nexxen reduces operational friction between media strategy and execution. For the broader ecosystem, it highlights a strategic shift where Acxiom, now part of Omnicom, is aggressively licensing its data to independent platforms despite its owner’s desire for vertical integration. Buyers should watch for disclosing match rates and refresh intervals, as current IP-based CTV targeting fails 77% of the time according to July 2026 research.

The expansion comes as Nexxen aggressively scales its data-licensing revenue. Per Nexxen’s May 2026 earnings report, the company achieved record Q1 programmatic revenue of $81.9 million, driven by its proprietary data assets. At its June 2026 Investor Day, the firm raised its full-year programmatic revenue guidance to a range of $377 million to $391 million, citing a 20% year-over-year surge in CTV demand. This growth is heavily underpinned by Nexxen’s August 2025 renewal of its exclusive ACR data partnership with VIDAA, which secured North American monetization rights through 2029 following an additional $35 million investment.

Simultaneously, Acxiom is diversifying its distribution under Omnicom’s ownership. Beyond the Nexxen and Trade Desk deals, Acxiom expanded its Amazon DSP integration in April 2026, making over 10,000 audience segments available natively to improve match rates for Prime Video and Twitch advertisers. Per Omnicom’s April 2026 earnings call, CEO John Wren emphasized that while Acxiom's RealID fuels the internal Omni platform, external licensing remains a key revenue driver. This strategy places Acxiom data at the center of the industry's response to CTV ad waste, which Truthset estimated in February 2026 would reach $7.4 billion annually due to inaccurate identity matching.