Nexxen adds programmatic native Smart TV inventory in VIDAA
Nexxen has introduced a programmatic activation capability for native Smart TV advertising inventory through its Nexxen DSP, making it the first to market with this global offering. This innovation allows advertisers to programmatically target viewers on Smart TV home screens, bypassing the historically manual process due to a lack of ad specification standardization. Initially, native Smart TV ad supply from VIDAA, covering Hisense and Toshiba, will be exclusively available in Nexxen DSP, with plans to expand to more OEMs.
Key Takeaways
- Nexxen DSP now supports programmatic activation of native Smart TV inventory, which Nexxen says is first to market globally.
- VIDAA supply is available exclusively in Nexxen DSP at launch, covering Hisense, Toshiba and other OEM-branded Smart TVs.
- Nielsen says viewers spend up to 10.5 minutes browsing Smart TV home screens before choosing content.
- Nexxen says its DSP and SSP direct connection replaces a manual ad-server workflow that previously had long lead times.
- Further OEM partnerships are planned to expand Nexxen's native Smart TV marketplace.
Why It Matters
This gives advertisers a way to buy native Smart TV home-screen inventory through Nexxen DSP instead of handling it manually through ad servers. The immediate effect is a faster activation path for a highly visible placement tied to the moment viewers choose what to watch. It also gives VIDAA, Hisense and Toshiba a programmatic entry point while Nexxen ties its data and targeting tools into one workflow. The next signal to watch is which additional OEMs join the marketplace after VIDAA.
Read full article at investors.nexxen.com
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