New York, June 1 2022 – New Frontier Data, the premier data, analytics, and technology firm specializing in the global cannabis industry, and Smart, the leading independent ad tech platform, have announced a partnership providing legal cannabis brands, CPG brands and mainstream advertisers buying on Smart’s platform the power to deliver tailored, targeted, and scalable campaigns to one of the fastest growing consumer segments in the market. NXTeck, New Frontier Data’s ad tech solution, provides a gateway to the industry’s largest set of cannabis consumer profiles.
“Legal cannabis and CBD have matured into legitimate product categories, creating new dynamic consumer segments for both mainstream and cannabis brands and the advertising agencies that support them,” noted Gary Allen, CEO, New Frontier Data. “These diverse groups offer a new growth opportunity and represent a broad, yet previously untapped, audience with attractive behaviors and buying habits.”
Faced with a fragmented ad market, difficult-to-identify consumers, and a patchwork of legal requirements, advertisers have shied away from programmatic to engage with cannabis consumers. NXTeck addresses this challenge by connecting millions of data points from cannabis and CBD consumers across the United States, making it easier to identify, target, and reach the right subsets of this fast-growing cannabis consumer base.
Buyers can now activate NXTeck segments and combine them with other targeting criteria, such as performance and viewability targeting, to create custom-built auction packages directly on Smart’s platform. The ready-to-use Deal ID created can be used in the DSP of their choice, delivering the transparency of direct deals without sacrificing scale.
New Frontier Data and Smart are committed to helping advertisers both inside and outside of the cannabis industry reach their target audiences, in a privacy-compliant way while respecting all legal regulations. While built specifically for regulated cannabis brands, NXTeck taps into new cannabis audiences and brings additional opportunities for mainstream brands and advertisers operating in beauty, wellness, food and beverage, and other sectors.
“US cannabis sales are hitting record highs and brands are eager to safely invest in scaled digital media. Smart is committed to extending the digital advertising space to cannabis advertisers and unlocking new audiences for programmatic buyers, both within and outside of the cannabis industry. Partnering with New Frontier Data is the next logical step in our growth within the cannabis vertical, and we are excited to give our clients access to the rich data they provide,” commented Michael Sadicario, Managing Director of North America, Smart.
Smart is the leading independent adtech platform built to serve the interests of both buyers and publishers. Smart’s fully transparent platform and shared-interest business approach enables brands and premium publishers to get their fair share of ad value at every opportunity, on their terms. Brands can achieve greater efficiency through their advertising spend, and publishers can act with certainty and have the control they need to provide the right blend of transaction models, channels, formats, and audience data to deliver true value path optimization to brands.
Smart works directly with hundreds of buyers and more than 1,000 publishers worldwide including Meredith, Insider, The Guardian, Cafe Media, Groupe Marie Claire, Le Figaro, Altice, and PlutoTV to deliver display, video, native, and rich-media ads to over 50,000 sites and apps. The company operates 12 offices worldwide and leads the charge in building a transparent ecosystem based on quality.
About New Frontier Data:
New Frontier Data is the premier data, analytics and technology firm specializing in the global cannabis industry, delivering solutions that enable investors, operators, advertisers, brands, researchers and policy makers to assess, understand, engage and transact with the cannabis industry and its consumers.
Our mission is to inform policy and commercial activity for the global legal cannabis industry. We maintain a neutral position on the merits of cannabis legalization through comprehensive and transparent data analysis and projections that shape industry trends, dynamics, demand and opportunity drivers. Founded in 2014, New Frontier Data is headquartered in Washington, D.C. with a presence in Europe, Latin America and Africa. For more information about New Frontier Data, please visit us at www.NewFrontierData.com.