Nexxen, a global advertising technology platform specializing in data-driven and advanced TV solutions, announced a pioneering global capability to programmatically activate native Smart TV advertising inventory through its Nexxen DSP demand-side platform.
According to Nielsen, viewers spend up to 10.5 minutes browsing content on Smart TV home screens before selecting a program, creating a prime window of attention in a highly visible environment. Native Smart TV units offer brands a unique opportunity to deliver impactful, contextually relevant messaging at the moment of decision-making.
Previously, the lack of ad specification standardization across OEMs (“original equipment manufacturers”) meant that advertisers had to activate these units manually through ad servers, resulting in long lead times and fragmented execution. Nexxen’s direct integration between its DSP and supply-side platform (SSP) streamlines this process, unlocking a new, programmatic supply format for advertisers.
“Smart TV native placements sit at the gateway to content at the moment that viewers are more open to influence. By layering Nexxen’s unique data and targeting tools, we can match the right message to the right household in real time. And because it all runs through our unified platform, advertisers can clearly connect exposure on these placements to campaign outcomes,” said Kenneth Suh, Chief Strategy Officer, Nexxen. “For the first time in market, Nexxen has made the activation process straightforward and quick, with our platform handling the heavy lifting so brands can focus on results.”
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At launch, VIDAA’s native Smart TV advertising supply-the operating system powering Hisense, Toshiba, and other major OEMs globally—will be available programmatically exclusively through Nexxen DSP. Advertisers can overlay Nexxen’s proprietary data for precise targeting of both new and known audiences.
“The home screen is becoming increasingly strategic for advertisers, as consumers use it as a tool for data-driven discovery, especially during key cultural moments and major sporting events. Nexxen’s innovation is making activation in this highly visible environment easier for both sides of the marketplace, while opening up new advertising demand for TV manufacturers,” said Guy Edri, Chief Executive Officer, VIDAA.
This launch positions Nexxen at the forefront of programmatic Smart TV advertising, enabling brands to deliver highly targeted, measurable campaigns in a premium, high-attention environment, while providing OEMs with a new source of monetization.