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.
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Add as preferred sourceThis 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.
