Ideon Media has partnered with New York-based JWP Connatix, a video technology and monetization platform, which reviews external audience data to identify what video content they’re watching.

The collaboration combines Ideon’s expertise in combining data, creative and media with JWP’s video and data solutions, creating new opportunities for advertisers to reach local audiences through video across desktop, mobile and connected TV (CTV).

Under the agreement, Ideon will represent private marketplace and data deals across Canada. Leveraging JWP’s audience prediction solutions, Ideon will connect Canadian local media audiences with global media companies that have a strong Canadian audience base.

As consumer demand for CTV continues to rise, the companies said they will also focus on the French-Canadian market, with Ideon driving demand for French-language CTV inventory and Quebec-based advertisers.

The partnership with Ideon follows the recent merger of JWP and Connatix, which enables the company to service the entire media ecosystem, from broadcasters to publishers and advertisers. JWP Connatix says it has more than 7,000 clients worldwide, including 80% of the top 25 Comscore publishers in the U.S.

Ideon Media is an independent Canadian digital media company offering access to advertising in Canadian and international publications that reach 19 million Canadians.