Nexxen (NEXN) announced the first-to-market global capability to programmatically activate native Smart TV advertising inventory through its demand-side platform, Nexxen DSP. Per Nielsen, viewers spend up to 10.5 minutes browsing content on their Smart TV home screens as they decide which program to watch, creating a large window of attention in a highly visible environment. Native Smart TV units therefore present a key opportunity for brands to deliver impactful messaging to viewers in a moment of decision-making. Historically, particularly due to the lack of ad specification standardization between OEMs, advertising buyers activated these units manually via ad servers, a disjointed process with long lead times. With a direct connection between its DSP and supply-side platform, Nexxen has streamlined the capability and unlocked a new supply format for customers.
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