Nexxen, a global advertising technology platform with expertise in data and advanced TV, announced on September 25, 2025, the first-to-market global capability to programmatically activate native Smart TV advertising inventory through its demand-side platform, Nexxen DSP. This innovation leverages a direct connection between Nexxen’s DSP and supply-side platform (SSP) to streamline a previously manual and fragmented process, enabling brands to deliver targeted messaging during key viewer decision-making moments on Smart TV home screens.
Per Nielsen, viewers spend up to 10.5 minutes browsing content on their Smart TV home screens, creating a large window of attention in a highly visible environment. Native Smart TV units offer brands a key opportunity to deliver impactful messaging during these decision-making moments. Historically, the lack of ad specification standardization among original equipment manufacturers (OEMs) forced advertisers to activate these units manually via ad servers, a disjointed process with long lead times. Nexxen’s direct DSP-SSP connection streamlines this, unlocking a new supply format for customers.
“Smart TV native placements sit at the gateway to content at the moment that viewers are more open to influence. By layering Nexxen’s unique data and targeting tools, we can match the right message to the right household in real time,” said Kenneth Suh, Chief Strategy Officer, Nexxen. “For the first time in market, Nexxen has made the activation process straightforward and quick, with our platform handling the heavy lifting so brands can focus on results.”
At launch, native Smart TV advertising supply from VIDAA, the operating system powering Hisense, Toshiba, and other leading OEM brands, is exclusively available programmatically through Nexxen DSP. Nexxen’s data capabilities enable precision targeting to new and known audiences, enhancing ad effectiveness. Partnerships with additional OEMs, including Samsung and TCL, are planned to expand Nexxen’s native Smart TV marketplace, further broadening access for advertisers.
“The home screen is becoming increasingly strategic for advertisers, as consumers use it as a tool for data-driven discovery, especially during key cultural moments and major sporting events,” said Guy Edri, CEO of VIDAA. “Nexxen’s innovation is making activation in this highly visible environment easier for both sides of the marketplace, while opening up new advertising demand for TV manufacturers.”
As of September 26, 2025, Nexxen (NEXN) stock is priced at $9.215, down slightly from $9.35 the previous day, with a market cap of $580.27M (see finance card above). The stock has seen volatility, dropping from $20.04 in December 2024 to $9.215 in September 2025, reflecting broader market challenges. This launch aligns with the IAB’s 2025 Outlook Study, which projects a +11.4% growth in connected TV (CTV) ad spend despite a revised +5.7% overall U.S. ad market forecast, driven by tariff concerns and a shift toward performance-driven digital channels like CTV.
Nexxen’s innovation positions it to capitalize on the growing CTV market, offering advertisers a streamlined, data-driven solution to engage audiences during high-attention moments.
Nexxen empowers advertisers, agencies, publishers, and broadcasters globally to utilize data and advanced TV through a flexible, unified technology stack comprising a demand-side platform (DSP), supply-side platform (SSP), and the Nexxen Data platform. With expertise in streaming, Nexxen supports discovery, planning, activation, monetization, measurement, and optimization, enabling partners to achieve far-reaching or niche goals. Headquartered in Israel, Nexxen operates across the U.S., Canada, Europe, and Asia-Pacific, and is traded on NASDAQ (NEXN). For more information, visit nexxen.com.
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