Sponsored by Nexxen • May 27, 2026 •
Oscar Rondon, vice president, data and measurement solutions, Nexxen
Today’s TV advertising doesn’t have a data problem; it has an execution problem.
The industry has never been richer in signals, ranging from contextual intelligence to identity graphs, outcome measurement to an overload of dashboards. Despite this sophistication, too many TV strategies still break down at the moments that matter most. Why? Because not all signals are created equal — many are constrained by small sample sizes, probabilistic assumptions or limited visibility, making them difficult to scale or trust. The one signal that consistently underpins campaigns that work, however, is automatic content recognition (ACR) data.
For a DSP, ACR data isn’t just another input; it is the connective tissue that explains what was watched, who was reached, how often and whether the exposure drove results. Contextual and attention signals become dramatically more valuable when layered on top of ACR data, but they cannot replace it.
