Nexxen Introduces Standardisation of Smart TV Home Screen Advertising
by on 21st Aug 2026 in News
Nexxen, the advertising technology platform powered by unique data and media, announced the launch of the standardisation of Smart TV home screen inventory specifications across original equipment manufacturers ("OEMs"). Uniform specifications will enable advertisers to more seamlessly activate campaigns within these high-attention environments through Nexxen TV Home Screen, bypassing the complexity of managing fragmented formats and requirements.
Historically, connected TV ("CTV") native 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.
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.
"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," said Kara Puccinelli, chief commercial officer, Nexxen. "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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