Nexxen DSP Enhances Full-Funnel Performance with AI-Driven Optimization
Event summary
- Nexxen DSP introduced full-funnel performance capabilities on March 24, 2026, integrating AI-powered optimization and incrementality measurement.
- Features include in-flight optimization, performance algorithms from nexAI, auto-allocation, and ghost bidding for incrementality testing.
- The suite leverages unique data from both demand- and supply-side sources, including ACR data and audience insights from Nexxen Discovery.
- Tinuiti's CTO Justin Manus highlighted the incrementality feature's role in clarifying ROI for clients.
The big picture
Nexxen's full-funnel performance suite addresses the growing complexity of cross-device attribution in CTV environments. By unifying optimization and measurement within a single DSP, the company aims to simplify performance tracking for advertisers. This move aligns with broader industry trends toward AI-driven automation and data-informed decision-making in programmatic advertising.
What we're watching
- AI Adoption
- How Nexxen's AI-driven tools will impact campaign effectiveness and manual workload reduction.
- Incrementality Testing
- Whether ghost bidding will become an industry standard for measuring true performance lift.
- Market Differentiation
- The pace at which Nexxen can sustain competitive advantage with its holistic, data-driven approach.
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