Nexxen introduces standardisation of Smart TV home screen advertising

Partner content – Nexxen, the advertising technology platform powered by unique data and media, today announced the launch of the ‘standardisation’ of Smart TV home screen advertising inventory specifications across original equipment manufacturers (“OEMs”).

The uniformity of these ad inventory specifications, means advertisers can more seamlessly activate campaigns within these high-attention environments through Nexxen TV Home Screen, bypassing the complexity of managing fragmented formats and requirements.

The challenges of homescreen ad inventory

‘Home screen inventory specifications’ refer to the unified ad formats, dimensions, and request structures used to buy and display native advertisements, such as hero banners and clickable tiles, on Smart TV and Connected TV (CTV) home screens across different hardware manufacturers.

Historically, Connected TV (“CTV”) native ad 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.

The benefits of a unified, standardised framework

By introducing a unified framework for buying and activating these formats, Nexxen is addressing this challenge head-on.

Using a standardised 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 optimisation (“DCO”) from Nexxen Studio, the company’s in-house creative team, to ensure format standardisation and creative adaptability across diverse inventory sources.

Says Kara Puccinelli (pictured), Chief Commercial Officer, Nexxen: “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. By standardising these formats across OEMs, it’s another major step toward a more streamlined cross-platform ecosystem that better enables buyers, DSPs and brands alike.”

Partners utilising Nexxen TV Home Screen include leading DSPs and agencies like The Trade Desk, Google Display & Video 360, StackAdapt, Basis, Brainlabs and H/L, with programmatic access to OEMs such as V, TCL and TiVo Ads.

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