Nexxen Introduces Standardization of Smart TV Home Screen Advertising
New solution simplifies buying and activation of Nexxen TV Home Screen units, unlocking more scalable reach and creative consistency for advertisers
Nexxen, the advertising technology platform powered by unique data and media, announced the launch of the standardization of Smart TV home screen inventory specifications across original equipment manufacturers (“OEMs”). Uniform specifications will enable advertisers to more seamlessly activate campaigns within these high-attention environments through Nexxen TV Home Screen, bypassing the complexity of managing fragmented formats and requirements.
Historically, Connected TV (“CTV”) native inventory - including prominent hero banner and tile placements on the home screen - has varied widely across OEMs in terms of ad sizes, formats and click actions. This variation has made it difficult for advertisers and demand-side platforms (“DSPs”) to scale campaigns efficiently across multiple manufacturers.
By introducing a unified framework for buying and activating these formats, Nexxen is addressing this challenge head-on. Using a standardized request structure, demand-side platforms (“DSPs”) and buyers will be able to bid on this premium inventory programmatically through Nexxen TV Home Screen. The capability also leverages technology like dynamic creative optimization (“DCO”) from Nexxen Studio, the company’s in-house creative team, to ensure format standardization and creative adaptability across diverse inventory sources.
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“From the beginning, our goal with Nexxen TV Home Screen has been to transform the home screen from a fragmented media environment into a scalable, performance-driven channel for the industry,” said Kara Puccinelli, Chief Commercial Officer, Nexxen. “By standardizing these formats across OEMs, it’s another major step toward a more streamlined cross-platform ecosystem that better enables buyers, DSPs and brands alike.”
SOURCE: Nexxen
