Nexxen launches standardised spec for Smart TV home screen ad buying across OEMs

August 29, 2026 · ecommercenews.com.au

Smart TV home screen ad buying has lacked a common specification until now, with ad sizes, formats and click actions for placements like hero banners and tiles varying by device manufacturer. Nexxen TV Home Screen has adopted a standardised request structure that lets buyers bid programmatically across OEMs through a consistent process, removing the need to meet separate technical requirements for each manufacturer. Dynamic creative optimisation through Nexxen Studio, the company's in-house creative team, adapts adverts to different inventory sources while keeping to the standard format. Partners already using the product include demand-side platforms and agencies such as The Trade Desk, Google Display & Video 360, StackAdapt, Basis, Brainlabs and H/L, with programmatic access extending to OEM inventory from V, TCL and TiVo Ads.

Campaigns aimed at home screen placements have needed separate creative and technical builds for each television brand, work that added cost and slowed rollout across devices. A single specification lets agencies maintain one creative treatment across multiple manufacturers and activate directly through demand-side platforms and agencies already connected to Nexxen TV Home Screen, without building new integrations per OEM. Home screen inventory carries appeal because of its visibility, appearing when a viewer switches on a device or browses for content, so standardisation gives buyers a more scalable way to reach that placement at volume. Kara Puccinelli, Nexxen's Chief Commercial Officer, framed the move as part of a wider effort to reduce fragmentation in the category.