Nexxen, the advertising technology platform powered by unique data and media, today (24th September, 2026) announced that the first-to-market capability to programmatically activate native Smart TV inventory, known as Nexxen TV Home Screen, is available across EMEA. Powered by its demand-side platform (DSP), Nexxen DSP, Nexxen TV Home Screen grants advertisers access to one of the most visible, high-attention environments in connected TV (CTV). 

As the CTV experience begins on the home screen rather than inside individual streaming apps, brands now have an opportunity to engage consumers earlier in their viewing journey, beyond traditional ad breaks and before streaming starts. 

Through Nexxen TV Home Screen, advertisers can access Smart TV home screen placements on VIDAA-powered TVs spanning the region. Agencies such as PHD EMEA have already begun leveraging the solution for clients like Uber Eats, allowing brands to have optimum, scaled visibility during tentpole events, and become part of the content discovery experience.

"For established brands, advertising today is about more than reach — it's about earning attention and remaining relevant when audiences are most engaged," said Shakeel Abrahams, digital planning director, PHD EMEA. "Through Nexxen TV Home Screen, clients like Uber Eats have been able to place their brands at the centre of the living room experience with premium, high-impact placements that deliver scale and visibility during major cultural moments."

"CTV has become an essential part of the media mix, but advertisers are increasingly looking for ways to engage viewers beyond traditional ad breaks," said Lisa Kalyuzhny, vice president of sales, EMEA, Nexxen. "Nexxen TV Home Screen creates the opportunity to own the TV screen, reaching audiences before they've even selected what to watch. Combined with Nexxen's unique data, AI-powered optimisation and advanced TV planning and measurement capabilities, advertisers can now activate smarter, more effective campaigns to drive full-funnel performance."

The inventory available through Nexxen TV Home Screen will continue to grow and expand in the months ahead.

Nexxen

Nexxen is the advertising technology platform that delivers full-funnel performance powered by unique data and media. Comprised of a demand-side platform (“DSP”) and supply-side platform (“SSP”), with the Nexxen Data Platform at its core, ...

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