Nexxen International Ltd. (NASDAQ: NEXN) said it has standardized smart TV home screen ad inventory specifications across original equipment manufacturers, aiming to simplify programmatic ad buying for connected TV campaigns.
The new specifications create uniform ad sizes, formats and click actions for home-screen placements such as hero banners and tiles, replacing the previous fragmented approach where each OEM maintained distinct technical requirements. Advertisers and demand-side platforms can now bid programmatically on this inventory through Nexxen’s ‘Nexxen TV Home Screen’ using a standardized request structure.
The initiative integrates dynamic creative optimization technology from Nexxen Studio to maintain format consistency across multiple inventory sources. Nexxen operates a demand-side platform, a supply-side platform and the Nexxen Data Platform, positioning it as a central intermediary between buyers and OEM inventory.
Programmatic access to the standardized inventory is already available from Vizio, TCL and TiVo Ads. On the demand side, partners including The Trade Desk, Google Display & Video 360, StackAdapt, Basis, Brainlabs and H/L will integrate the unified specifications into their platforms.
Kara Puccinelli, Chief Commercial Officer at Nexxen, said the initiative aims to convert the smart TV home screen from a fragmented media environment into a scalable, performance-driven channel for the industry.
