Nexxen adds CTV tools to tap into political ad market growth

As ad tech companies compete for their share of record spending in political advertising, more CTV players are hoping new tools will help them win over candidates’ wallets up and down the 2024 ballot.

The latest updates come from Nexxen, an ad tech firm, which today is debuting new tools for political advertising that let campaigns geo-target voters by political districts and provide ways to optimize campaign end times within their flight schedule. The company — which provides digital video and CTV services for advertisers — also has two new audience partnerships, including one with Comscore and another with News Corp. Another added feature is a new political dashboard that offers real-time analysis of national and state-wide candidates as well as the ability to measure shifts in public sentiments and content engagement. (Nexxen was previously known a Tremor International until rebranding last year.)

The goal is to help campaigns craft ad strategies based on trends or to target people with ads depending on which candidates they support, according to Ariel Deitz, Nexxen’s vp of enterprise partnerships. She wouldn’t disclose Nexxen’s total revenue from political ads, but said it’s one of the “core pillars of the business” for 2024, with the political team comprising up to a fourth of the company’s enterprise sales team.

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