Advertising technology company Nexxen has introduced standardized specifications for native Smart TV home screen advertising across multiple original equipment manufacturers.

The framework covers formats used for placements such as hero banners and clickable tiles. Nexxen said the common specifications are intended to reduce differences in ad sizes, formats and activation requirements that previously varied by TV manufacturer.

Advertisers and demand-side platforms will be able to use the standardized request structure when bidding programmatically through Nexxen TV Home Screen.

One buying framework across Smart TV inventory

Native home screen inventory appears before viewers select an app or program, giving TV manufacturers another advertising surface outside conventional streaming ad breaks. Buying that inventory across multiple manufacturers has required buyers to account for different technical specifications.

Under the new Nexxen framework, buyers can use common request specifications while Nexxen Studio’s dynamic creative optimization tools adapt creative assets across supported inventory sources.

Nexxen named The Trade Desk, Google Display & Video 360, StackAdapt, Basis, Brainlabs and H/L among the platforms and agencies using Nexxen TV Home Screen. The company said the marketplace provides programmatic access to inventory from V, TCL and TiVo Ads.

Kara Puccinelli, chief commercial officer at Nexxen, said the company is trying to make the home screen easier to buy as a cross-platform advertising channel.

APAC rollout builds on earlier home screen expansion

Nexxen launched programmatic native Smart TV home screen advertising in Asia Pacific in May, initially making inventory on V-powered Smart TVs available through Nexxen DSP. It has also expanded access through integrations involving TCL and TiVo Ads.

The standardization initiative extends that rollout by addressing creative and transaction-format differences between hardware platforms rather than adding a new television operating system or consumer-facing ad format.

The broader shift toward advertising around streaming and video discovery is also visible across Southeast Asia. TNGlobal reported in July that Google introduced new advertising and video commerce tools for the region as viewing and shopping activity increasingly move across digital video platforms.

Nexxen is headquartered in Israel and operates offices in North America, Europe and Asia Pacific. The company runs a demand-side platform, supply-side platform and data platform and is listed on Nasdaq under the ticker NEXN.

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