Nexxen Launches Cross-Platform TV Ad Solution Amid Linear-Streaming Shift
Event summary
- Nexxen launched Nexxen TV on March 31, 2026, a cross-platform planning and activation solution for linear and CTV advertising.
- The platform includes first-to-market programmatic access to native Smart TV home screen inventory from V (formerly VIDAA).
- Nexxen TV integrates audience discovery, cross-platform planning, and unified measurement for campaign optimization.
- Nielsen data shows linear TV accounted for 54.4% of ad-supported viewership in Q4 2025, with streaming at 45.6%.
- Nexxen TV leverages nexAI for optimal cross-platform budget allocation across DMAs.
The big picture
Nexxen's launch comes as the TV advertising landscape increasingly fragments between linear and streaming platforms. The solution addresses the immediate need for advertisers to optimize budgets across both formats while positioning itself as a unified measurement and activation hub. The inclusion of Smart TV home screen inventory could redefine high-attention ad placements, potentially setting a new standard for programmatic TV advertising.
What we're watching
- Market Adoption
- How quickly advertisers will integrate Nexxen TV into their cross-platform strategies amid the linear-streaming divide.
- Competitive Response
- Whether existing ad tech platforms will accelerate their own cross-platform solutions to match Nexxen's Smart TV home screen inventory access.
- Data Integration
- The effectiveness of Nexxen's blend of ACR, streaming media, and set-top-box data in driving campaign performance.