Observed Signal · Aug 20, 2026 · Market Signal · Source: Nexxen · Impact: 4/5
Nexxen Introduces Standardization of Smart TV Home Screen Advertising
Nexxen announces a new press release on August 20, 2026, introducing standardization for smart TV home screen advertising.
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Nexxen Expands Programmatic Smart TV Home Screen Advertising Across EMEA
Nexxen announced the expansion of its programmatic Smart TV home screen advertising across EMEA, building on its recent standardization efforts and global momentum.
Programmatic Home-Screen Ads Gain Standardization
Programmatic home-screen ads on connected TVs are becoming easier to buy and scale as ad-tech vendor Nexxen launched standardization tools that let advertisers upload creative once using a universal spec and AI-assisted resizing. Nexxen began offering programmatic native home-screen inventory last year with OEM integrations (starting with V/formerly VIDAA) and later expanded to TCL and TiVo Ads. Nexxen says the universal spec cut onboarding time for new OEM partners by up to 50%. Agencies such as Brainlabs are testing home-screen placements for both upper-funnel awareness and performance-driven campaigns, and industry participants expect broader advertiser interest as the format becomes more measurable and less fragmented.
Nexxen Launches Programmatic Smart TV Home Screen in APAC
Nexxen announced that its Nexxen TV Home Screen capability — enabling programmatic activation of native Smart TV home screen inventory via its Nexxen DSP — is now live across Asia‑Pacific. Initial markets are Australia, Singapore, Malaysia and the Philippines. The offering provides access to home screen units on VIDAA‑powered Smart TVs; VIDAA OS (developed by V) powers more than 50 million Smart TVs across 180+ markets. Nexxen positions the product as a single‑platform solution for planning, activation and measurement of premium CTV home screen placements to drive full‑funnel campaign performance. Nexxen is headquartered in Israel and trades on Nasdaq under the ticker NEXN.
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