Nexxen Introduces Measurement and Optimization to Nexxen Health, with First-to-Market Auto Allocate in Nexxen DSP Powered by PurpleLab
Rhea-AI Summary
Nexxen (NEXN) introduced measurement and optimization to Nexxen Health on Dec. 11, 2025, adding a first-to-market Auto Allocate feature in Nexxen DSP that uses real-time signals to shift ad spend toward high-quality audiences.
The update expands integration with PurpleLab to add real-world health intelligence from a large U.S. medical and pharmaceutical claims database, enables offline action data to drive dynamic budget optimization, and adds PurpleLab measurement and reporting for audience quality and script lift. The platform now combines targeting, activation, optimization and measurement for health and pharma campaigns while maintaining privacy compliance.
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Market Reality Check
Peers on Argus
Peers in Advertising Agencies show mixed moves, from -4.92% (ANTE) to +3.22% (ADV), suggesting today’s setup for NEXN is more stock-specific than a broad sector trend.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 09 | Product launch | Positive | +2.0% | Launch of Nexxen Sports to target live sports viewers with data tools. |
| Dec 05 | Conference participation | Neutral | -0.6% | Announcement of participation in Raymond James TMT and Consumer Conference. |
| Dec 01 | Share repurchase update | Positive | +0.8% | Monthly summary of share repurchases and remaining authorization. |
| Nov 20 | New buyback plan | Positive | +2.0% | Company seeking authorization for new $40M repurchase program. |
| Nov 13 | Earnings release | Negative | -21.3% | Q3 2025 results with record contribution but weaker CTV and EBITDA. |
Recent news-driven moves generally aligned with event tone: product and buyback updates saw modest gains, while the latest earnings release coincided with a sharper decline.
Over the past month, Nexxen has combined financial updates and strategic product launches. On Nov 13, 2025, Q3 results with record Contribution ex-TAC and weaker CTV trends preceded a -21.33% move. Subsequent buyback announcements on Nov 20 and Dec 1 saw mild gains. The Dec 9 launch of Nexxen Sports also coincided with a positive reaction. Today’s Nexxen Health enhancement continues this theme of expanding data-driven ad capabilities.
Market Pulse Summary
This announcement expands Nexxen Health by adding real-time optimization and outcome measurement inside the Nexxen DSP, powered by PurpleLab’s health data. It follows other recent launches that extend Nexxen’s data-driven advertising capabilities. Investors may focus on how much incremental spending these tools attract, adoption among pharma agencies, and any future disclosures that quantify performance gains or contribution to revenue and margins. The stock remained near 52‑week lows ahead of this news.
AI-generated analysis. Not financial advice.
Performance DSP brings targeting, activation, optimization and measurement into one workflow for health and pharmaceutical advertisers
Expanded integration with PurpleLab® adds real-world health intelligence that improves accuracy and verified outcome performance
NEW YORK, Dec. 11, 2025 (GLOBE NEWSWIRE) -- Nexxen, a global, flexible advertising platform with deep expertise in data and advanced TV, today announced the introduction of measurement and optimization into Nexxen Health, its technology suite enabling health advertisers to run data-driven advertising campaigns that efficiently reach audiences and maximize impact across traditional and streaming formats, while maintaining privacy compliance.
The launch sees the first-to-market availability of Auto Allocate in Nexxen DSP, which uses real-time signals to identify high-quality audiences and shift ad spend toward interested users as campaigns run.
Powered by PurpleLab, a healthcare analytics company that holds one of the largest medical and pharmaceutical claims databases in the United States, Auto Allocate solves a core challenge and drives performance for health and pharmaceutical marketers who previously relied on fragmented data and delayed insights to adjust campaigns. Nexxen DSP applies offline action data, so budgets can optimize dynamically toward strategic audience quality and verified patient metrics.
“As someone managing pharma campaigns every day, having automated outcome-driven optimization makes a huge difference. When the DSP can react to real-world health signals while we’re live, it helps us shift spend toward what’s actually working. It saves us time, improves efficiency and makes our optimizations more meaningful,” said Edward Goldschmid, Supervisor, Programmatic, SSCG Media Group.
“PurpleLab and Nexxen are on the same page when it comes to helping advertisers act on real, clinically grounded signals — not guesses or proxies,” said Scott Ronay, General Manager, Advertising, PurpleLab. “By adding our real-world health intelligence straight into the Nexxen DSP, buyers can optimize in real time and clearly see which audiences and activations are truly moving the needle. This integration is a great step forward for health and pharma advertisers who want data integrity, accountability and scale all in one place.”
To support mid- and post-campaign validation, Nexxen is adding PurpleLab Measurement and Reporting in Nexxen DSP. Advertisers will receive outcome reporting that covers audience quality, script lift and other metrics. With these additions, Nexxen DSP now supports the full pharmaceutical campaign lifecycle, bringing together targeting, activation, optimization and measurement in one platform, to drive best-in-class performance for agencies and brands.
“Health and pharmaceutical advertisers need technology that helps them reach interested audiences in a compliant and precise way while understanding what their campaigns deliver,” said Kara Puccinelli, Chief Customer Officer, Nexxen. “Bringing targeting, activation, optimization and measurement together inside the Nexxen DSP gives buyers a unified workflow that connects spend to verified outcomes and helps them make faster, more informed decisions.”
ABOUT NEXXEN
Nexxen empowers advertisers, agencies, publishers and broadcasters around the world to utilize data and advanced TV in the ways that are most meaningful to them. Our flexible and unified technology stack comprises a demand-side platform (“DSP”), and supply-side platform (“SSP”), with the Nexxen Data Platform at its core. With streaming in our DNA, Nexxen’s robust capabilities span discovery, planning, activation, monetization, measurement and optimization – available individually or in combination – all designed to enable our partners to achieve their goals, no matter how far-reaching or hyper niche they may be.
Nexxen is headquartered in Israel and maintains offices throughout the United States, Canada, Europe and Asia-Pacific, and is traded on the Nasdaq (NEXN). For more information, visit www.nexxen.com
ABOUT PURPLELAB
PurpleLab® is a healthcare analytics company dedicated to driving value-driven innovation across the healthcare continuum. Its no-code analytics platform, HealthNexus®, empowers life sciences, payers, providers, advertisers, and other healthcare stakeholders to develop real-world evidence (RWE), demonstrating the effectiveness of novel therapeutics or clinical strategies in saving lives and reducing costs.
The company is also a member of the Interactive Advertising Bureau (IAB), Network Advertising Initiative (NAI), adhering to the highest standards for responsible data collection and usage in digital advertising. Additionally, PurpleLab holds HiTRUST certification, meeting the rigorous security and privacy requirements essential in healthcare data management.
For more information, visit purplelab.com.
Media Contact
Nexxen, Caroline Smith, VP, Communications csmith@nexxen.com
PurpleLab, Claudia Santos, claudia@publicize.co
Forward-Looking Statements
This press release contains forward-looking statements, including forward-looking statements within the meaning of Section 27A of the United States Securities Act of 1933, as amended, and Section 21E of the United States Securities and Exchange Act of 1934, as amended. Forward-looking statements are identified by words such as “anticipates,” “believes,” “expects,” “intends,” “may,” “can,” “will,” “estimates,” and other similar expressions. However, these words are not the only way Nexxen identifies forward-looking statements. All statements contained in this press release that do not relate to matters of historical fact should be considered forward-looking statements, including without limitation statements regarding the Nexxen and PurpleLab partnership and any benefits or insights associated with the partnership as well as any benefits associated with any of Nexxen’s products and platforms including the Nexxen Marketplaces, Auto Allocate Toole, Discovery Tool, cross-screen measurement tools, Data Platform and CTV offering. These statements are neither promises nor guarantees but involve known and unknown risks, uncertainties and other important factors that may cause Nexxen’s actual results, performance or achievements to be materially different from its expectations expressed or implied by the forward-looking statements, including, but not limited to, the following: negative global economic conditions; global conflicts and war, including the current terrorist attacks by Hamas, and the war and hostilities between Israel and Hamas and Israel and Hezbollah, and how those conditions may adversely impact Nexxen’s business, customers, and the markets in which Nexxen competes. Nexxen cautions you not to place undue reliance on these forward-looking statements. For a more detailed discussion of these factors, and other factors that could cause actual results to vary materially, interested parties should review the risk factors listed in the Company’s most recent Annual Report on Form 20-F, filed with the U.S. Securities and Exchange Commission (www.sec.gov) on March 5, 2025. Any forward-looking statements made by Nexxen in this press release speak only as of the date of this press release, and Nexxen does not intend to update these forward-looking statements after the date of this press release, except as required by law.
FAQ
What is Nexxen's Auto Allocate feature in Nexxen DSP (NEXN) announced Dec. 11, 2025?
How does the PurpleLab integration improve Nexxen Health campaigns for NEXN advertisers?
What measurement and reporting additions did Nexxen (NEXN) announce on Dec. 11, 2025?
Will Nexxen DSP support the full pharmaceutical campaign lifecycle for NEXN clients?
Does Nexxen (NEXN) claim the new features maintain regulatory and privacy compliance?
Who provided customer feedback on Nexxen's new DSP capabilities announced Dec. 11, 2025?
