Nexxen Smart TV advertising expands to EMEA via VIDAA home screens

This expansion signals a shift in CTV strategy toward the home screen, capturing viewer attention before they fragment into individual apps. By securing inventory on VIDAA devices, Nexxen provides a high-impact alternative to traditional mid-roll ads, allowing brands like Uber Eats to dominate the initial user interface. This move intensifies competition for the 'first screen' experience, forcing advertisers to consider discovery-layer placements as essential to the CTV media mix. Watch for Nexxen to announce additional hardware partnerships beyond VIDAA to scale this programmatic inventory further across European markets.

Nexxen has been methodically building out its TV Home Screen product since first launching programmatic activation of native smart TV home screen inventory through a multiyear agreement with VIDAA. H/L, an independent multiservice agency, became the first organization to buy this inventory programmatically through Nexxen DSP using private marketplace deals on April 22, 2026, a structure that gave the buyer access to a curated pool of inventory at negotiated price floors. The EMEA expansion announced on September 24, 2026 builds on that foundation, extending the same programmatic home screen capability to VIDAA-powered devices across the region with PHD EMEA and Uber Eats as early adopters.

On the business side, Nexxen has moved quickly to broaden its OEM supply base. The company announced on May 13, 2026 that TCL FFALCON and TiVo Ads would make their native Smart TV inventory accessible for programmatic activation through the Nexxen DSP, with TCL's native home screen inventory available globally and TiVo Ads covering North America and the United Kingdom. On TCL Android TV devices, select native placements in the U.S. and Canada are exclusively accessible through Nexxen as the programmatic partner, giving the company a differentiated supply position in those markets.

From a technical and operational standpoint, Nexxen addressed a key friction point for buyers on August 20, 2026, when it launched standardization of Smart TV home screen inventory specifications across OEMs, enabling advertisers to upload creative once using a universal spec rather than managing fragmented formats per manufacturer. According to AdExchanger, the onboarding time for new OEM partners dropped by as much as 50% with Nexxen's universal spec, and partners utilizing Nexxen TV Home Screen now include The Trade Desk, Google Display & Video 360, StackAdapt, Basis, Brainlabs, and H/L. This standardization layer is what makes the EMEA expansion commercially viable at scale, since agencies like PHD EMEA can activate across VIDAA devices without bespoke creative workflows per market.