Nexxen, the advertising technology platform powered by unique data and media, announced the standardization of Smart TV home screen inventory specifications across original equipment manufacturers (OEMs).

The standardized specifications will enable advertisers to more seamlessly activate campaigns within these high-attention environments through Nexxen TV Home Screen, reducing the complexity associated with managing fragmented formats and requirements.

Addressing Fragmented CTV Inventory
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
Click actions
Technical requirements
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This variation has made it difficult for advertisers and demand-side platforms (DSPs) to efficiently scale campaigns across multiple manufacturers.

Nexxen's unified framework addresses this challenge by simplifying the buying and activation of these formats.

Using a standardized request structure, DSPs and buyers will be able to bid on premium Smart TV home screen inventory programmatically through Nexxen TV Home Screen.

The capability also leverages dynamic creative optimization (DCO) technology from Nexxen Studio, the company's in-house creative team, to support format standardization 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 standardizing these formats across OEMs, it’s another major step toward a more streamlined cross-platform ecosystem that better enables buyers, DSPs and brands alike.”

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Expanding Programmatic Smart TV Advertising
Partners utilizing Nexxen TV Home Screen include leading DSPs and agencies such as:

The Trade Desk
Google Display & Video 360
StackAdapt
Basis
Brainlabs
H/L
The platform provides programmatic access to OEMs including V, TCL, and TiVo Ads, helping buyers access Smart TV home screen inventory through a more consistent activation framework.