Nexxen (Nasdaq: NEXN) announced the general availability of a first-party data onboarding capability within its demand-side platform, Nexxen DSP, that allows advertisers to ingest, validate and prepare audiences for activation within 24 hours.

The self-serve workflow, available globally, is built directly into Nexxen DSP and enables traders to move audience files from uploaded to ready-to-activate on the same day. The company said the feature is intended to reduce what it described as operationally complex onboarding processes in programmatic advertising.

The capability validates first-party audiences against Nexxen's Unified Identity Graph, providing advertisers with match rates and household scale data before campaigns launch. Nexxen said the Unified Identity Graph has been enhanced to combine identity solutions with offline signals, including hashed emails, expanding its identity footprint by nearly 100% globally.

"First-party data should be one of the fastest paths to stronger performance, not one of the biggest operational hurdles," said Karim Rayes, Chief Product Officer at Nexxen. "By bringing onboarding, validation and activation into a single workflow within Nexxen DSP, we're making it significantly easier for advertisers to put their data to work in the same day."

Nexxen is headquartered in Israel and maintains offices across North America, Europe and Asia-Pacific.