Nexxen International Ltd. announced that independent agency H/L has become the first client to programmatically activate the company’s new Smart TV home‑screen inventory through its demand‑side platform. The activation uses Nexxen’s private‑marketplace deals to deliver native ads directly to viewers at the moment they decide what to watch—a high‑attention slot that the company estimates lasts an average of 10.5 minutes.
The activation marks the first agency‑level deployment of a product that was first introduced in September 2025. By capturing viewers’ full focus on the home screen, the inventory leverages Nexxen’s exclusive Automatic Content Recognition data to deliver highly targeted, high‑impact advertising. The move reinforces the company’s competitive moat built on end‑to‑end platform integration and data‑driven monetization of CTV inventory.
Financially, Nexxen’s Q4 2025 CTV revenue was $30.1 million, down 19% year‑over‑year, while the company’s contribution ex‑TAC was $97.8 million, a 7% decline. In contrast, Q1 2025 saw a record 40% year‑over‑year growth in CTV revenue. Management has guided for 2026 programmatic revenue growth of roughly 10% and contribution ex‑TAC growth of about 8%, indicating confidence that new inventory will help offset recent CTV headwinds.
Chief Customer Officer Kara Puccinelli said the new home‑screen inventory “captures viewers’ full focus” and provides brands with a unique opportunity to connect during the most attentive moments of the TV viewing experience. The quote underscores the strategic importance of the inventory in a market where consumers split attention across multiple screens.
Nexxen’s ecosystem includes strategic partnerships with V (formerly VIDAA) for exclusive ACR data and CTV monetization rights, a data‑licensing agreement with Yahoo DSP, and a collaboration with The Trade Desk. These alliances support the company’s unified technology stack—DSP, SSP, and DMP—and enable seamless activation of the new inventory across platforms.
The first agency activation is expected to drive incremental revenue and signal broader market acceptance of Nexxen’s home‑screen solution. By demonstrating the inventory’s effectiveness to a leading independent agency, Nexxen strengthens its position as a preferred partner for agencies seeking data‑driven, high‑impact CTV placements and sets the stage for further expansion of its CTV and cross‑platform offerings.
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