Nexxen and V Partner for Targeted 2026 Soccer Ad Delivery on Smart TVs
Nexxen and V, a smart TV operating system formerly known as VIDAA, have partnered to offer advertisers targeted soccer ad campaigns on V smart TVs for the 2026 tournament. This collaboration utilizes V's first-party viewership data and Nexxen's demand-side platform to enable precise ad delivery on Connected TV (CTV). The partnership aims to streamline ad buying for brands targeting sports fans during high-traffic viewing periods.
Key Takeaways
- Nexxen and V are collaborating to provide advertisers with direct access to soccer fans on CTV during the 2026 summer tournament season.
- The partnership utilizes V’s first-party viewership data to identify and reach specific audiences.
- Nexxen’s demand-side platform will manage ad placements across V’s global network of smart TVs.
- The goal is to streamline ad buying for brands targeting sports fans during high-traffic viewing periods.
Why It Matters
This partnership addresses advertiser demand for precise audience targeting in live sports, a key viewership driver for CTV. By combining V's direct-from-TV viewership data with Nexxen's ad tech, brands gain a more efficient path to reach engaged soccer fans. This deepens the integration between CTV platforms and ad-tech providers, pushing towards more programmatic efficiency in sports advertising. Expect to see similar data-driven collaborations emerge as platforms aim to monetize high-value live sports inventory with greater precision.
Additional Context
This collaboration follows Nexxen and V's earlier integration into The Trade Desk’s Ventura Ecosystem, announced in February 2026 (Nexxen.com). As initial collaborators in Ventura, V and Nexxen aim to enhance transparency and monetization in programmatic CTV advertising by leveraging tools like OpenPath and Unified ID 2.0. This ecosystem approach seeks to standardize ad formats and improve identity resolution across platforms. Separately, Nexxen has been expanding its programmatic Smart TV offerings, including "Nexxen TV Home Screen" across APAC markets, enabling advertisers to activate native Smart TV inventory on VIDAA-powered TVs (Mumbrella, June 2026). Hisense, an official sponsor of the FIFA World Cup 2026, is also involved, offering brands exclusive experiential activations through its broader marketing program alongside the Nexxen and V partnership (Markets Insider, June 2026). This indicates a concerted effort by Nexxen and its partners to capture fragmented sports viewership within the CTV landscape.
Read full article at geneonline.com
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