Nexxen, an advertising technology platform, has launched a new capability to programmatically activate native Smart TV home screen advertising in the Asia-Pacific region. This new offering allows advertisers to integrate their campaigns directly into the user interface of Smart TVs. The company states this is a 'first-to-market capability' for programmatic native Smart TV home screen advertising in the APAC market.
Nexxen is moving programmatic buying into a Smart TV surface that sits above the stream: the home screen. That gives advertisers a direct way to buy device-level inventory in Asia-Pacific, where the company is claiming a first-to-market position. For the streaming ecosystem, it expands monetization beyond in-player video and into connected TV real estate tied to the TV interface itself. The key signal to watch is whether other APAC ad tech platforms launch similar home-screen formats after this rollout.
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