Nexxen is expanding its Nexxen U education program with Data for the Converged Media World, a new module focused on helping media buyers and brands understand audience data across linear TV, connected TV and digital video. The course targets a growing operational challenge in converged advertising: translating fragmented data signals and measurement approaches into campaign planning and activation decisions.
The convergence of linear television, CTV and digital video has given advertisers more opportunities to reach audiences across screens, but it has also created a more complicated data environment.
Nexxen is addressing that challenge through a new module in its Nexxen U education program, designed to give media professionals a stronger understanding of the data signals used across converged video advertising.
Called Data for the Converged Media World, the module focuses on data concepts that can influence audience planning, activation and measurement across linear, streaming and digital video environments.
Turning Data Concepts Into Media Planning Decisions
Nexxen U launched in January 2025 as a training initiative for media professionals dealing with converged advertising.
Its earlier modules, The Converged Landscape and Converged Media Planning and Activation, addressed challenges including siloed planning and different measurement frameworks across television and digital channels.
Nexxen says those modules recorded course completion rates 25% above typical benchmarks for industry training programs. The company also says the program received two Convergent TV Awards and was shortlisted for the 2026 Digiday Content Marketing Awards.
The new module shifts the focus toward data literacy.
That matters because audience data increasingly sits at the center of cross-screen advertising. Buyers can encounter demographic, behavioral, contextual, first-party and other audience signals across different media environments, but those signals are not necessarily generated, interpreted or activated in the same way.
Understanding the origin and limitations of those signals can affect how advertisers construct audiences and evaluate campaign performance.
Publisher-Side Data Becomes Part of Buyer Education
The module includes sessions from executives at Tastemade, Omnicom Media and A+E, bringing perspectives from different parts of the advertising ecosystem.
That buy-side and sell-side perspective is particularly relevant to programmatic advertising.
Publishers and media owners control many of the audience and contextual signals available to buyers, while agencies and brands use those signals to determine where advertising dollars should be allocated.
Joseph Lerner of A+E Global Media said understanding how data works on both sides of the transaction can help buyers use audience signals more strategically.
The distinction is important as advertisers increasingly evaluate not just the quantity of available data but also its provenance, relevance and usefulness for specific campaign objectives.
More Data Does Not Automatically Mean Better Targeting
The course also addresses a familiar problem in modern advertising: data availability has expanded faster than many organizations’ ability to interpret it.
Tastemade’s Kristin Eardley described the gap between having access to data and knowing how to use it effectively.
For advertisers, that can mean understanding what a particular audience segment represents, how a signal was generated, whether it can be activated consistently across channels and how its performance should be measured.
Those questions become more complicated when campaigns span linear television, CTV and digital video.
A segment available in one environment may not translate directly into another. Measurement methodologies can also differ, making cross-channel comparisons difficult.
Converged Planning Requires a Common Data Layer
Nexxen’s latest module reflects a broader industry shift toward planning video campaigns across screens rather than treating television and digital video as separate buying disciplines.
As linear and streaming inventory increasingly coexist in media plans, advertisers need to understand how audience signals, activation methods and measurement frameworks connect.
Education alone does not solve the underlying fragmentation. But better data literacy can help buyers distinguish between different types of audience information and make more informed decisions about targeting and measurement.
For ad-tech platforms, the development also highlights an emerging competitive requirement: buyers increasingly need tools and expertise that bridge audience data, cross-screen activation and outcome measurement.
Nexxen U is positioned as part of that infrastructure rather than as another media-buying product. Its latest module attempts to turn the growing complexity of advertising data into a more practical planning skill for brands and media buyers.
Market Landscape
The convergence of linear TV, CTV and digital video is creating a more unified advertising market while retaining significant differences in inventory, identity, audience data and measurement.
That tension is one of the industry’s central challenges. Advertisers want a holistic view of video audiences, but the underlying media environments still operate with different data structures and measurement conventions.
Programmatic CTV has expanded the use of audience signals and automated buying, while traditional television continues to rely on established planning and measurement practices. Digital video adds another layer of audience and behavioral data.
The result is a market in which data interoperability and measurement consistency are becoming increasingly important alongside inventory access.
For agencies and brands, understanding how audience signals are generated and activated can be as important as simply having access to them. For publishers, communicating the value and limitations of their data is increasingly part of competing for programmatic demand.
Top Insights
- Nexxen’s new Nexxen U module focuses on data literacy across linear TV, CTV and digital video advertising.
- The course addresses how fragmented audience signals and measurement frameworks affect converged campaign planning and activation.
- Sessions from Tastemade, Omnicom Media and A+E bring buy-side and sell-side perspectives to audience-data education.
- Nexxen’s earlier Nexxen U modules reportedly achieved completion rates 25% above typical industry-training benchmarks.
- The initiative reflects a wider shift toward treating cross-screen data interpretation as a core media-buying capability.
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