This allows marketers to use their digital buys to reach viewers that they have not reached on linear, meaning they spend their budget more effectively and can deploy frequency caps with greater certainty. 

The integration within The Trade Desk platform does have some limitations, however. 

Specifically, advertisers can technically use ACR data in three separate stages of the marketing process—planning, activation, and measurement—but The Trade Desk can only make the data available for activation. For marketers looking to use ACR data in the planning or measurement stages of their buy, they will have to work directly with Nexxen.

Still, the partnership is a significant step in the growing trend toward interoperability in the CTV space. As platforms share data more freely, marketers will be able to plan more efficient campaigns, resulting in a better experience for their clients and customers.

“As an industry, as we try to converge linear and digital and make cohesive sense of the two platforms, it’s very important that this data is available,” Rayes said. “It benefits us and everyone else.”