Nexxen yesterday announced Deal Marketplace, a new feature within its DSP that centralizes access to premium CTV inventory from publishers like A+E and Univision, alongside traditional video and display options.
Per the release, simplicity seems to be the key here. “Deal Marketplace is built to enable advertisers to better discover, visualize and activate preferred deals across connected TV (“CTV”), online video (“OLV”) and display, reducing overall time spent planning and executing campaigns.”
Why This Matters:
Nexxen’s focus on streamlining media buying for CTV and video addresses key challenges for buyers.
According to Emarketer, transparency is a top concern for CTV buyers, while 40% of agencies and 27% of advertisers report a lack of premium video inventory. Deal Marketplace basically tackles these issues head-on, making it easier for advertisers to access premium, preferred content through Nexxen’s DSP.
There’s also a bit of curation at play here, at least based on our reading of the release. Per the announcement, “Deal Marketplace also offers inventory through contextually curated private marketplace (“PMP”) deals, crafted using a blend of content and audience-layered data.”
Nexxen is interestingly positioned on curation. They own a DSP, SSP and DMP (Nexxen Data Platform). Through Deal IDs in their DSP, buyers can access PMP deals that combine inventory from their SSP with audience targeting from their DMP. (That’s a mouthful, we’re sorry.)
Experts React:
According to David Roman, SVP of Nexxen DSP, “Deal Marketplace is a further example of Nexxen’s commitment to addressing key industry challenges in premium video and streaming. Through Deal Marketplace, we are reducing the time it takes buyers to discover and activate high-quality deals, so they can get back to what matters.”
Our Take:
The launch touches on a few hot areas: quality, transparency, and programmatic curation (content + data). Nexxen has also seen its share price rise nearly 40% over the last 6 months. In 2023, the company announced the rebrand to Nexxen from Tremor, following the acquisition of Amobee.
