Under the framework, advertisers can activate campaigns more seamlessly and bid programmatically across fragmented OEM environments
Connected-TV (also known as smart TVs) home screens have become a key surface for digital advertisers because they combine television-scale reach with the targeting and measurement capabilities of programmatic buying.
As more TV makers compete for ad dollars, common technical specifications can help reduce friction for buyers while making it easier to scale campaigns across multiple device ecosystems.
On 20 August 2026, an Israel-based global supplier of connected-TV advertising announced the introduction of a standardised framework for Smart TV home-screen advertising, aiming to reduce one of the more fragmented parts of programmatic media buying.
The fragmentation has made it harder for advertisers and demand-side platforms to run campaigns across multiple Smart TV manufacturers at scale, because buyers have had to account for different technical specifications and activation requirements for each environment. In practice, that has limited the efficiency of programmatic buying in a part of the connected TV market that is attractive because ads appear on high-visibility interface surfaces rather than inside video streams.
The new approach uses a single request structure for home-screen inventory, intended to let buyers bid programmatically through a more uniform process across participating manufacturers. The framework targets native ad placements such as hero banners and tiles that appear on television home screens, where formats, dimensions and click actions have historically differed by device maker.
The firm, Nexxen, has also said the framework supports dynamic creative optimisation so ads can be adapted to different inventory sources while keeping to a common format, addressing both activation and creative-versioning problems.
From a marketing-technology perspective, the change reflects a broader effort to make connected TV buying resemble other digital channels where common specifications reduce manual work and expand usable inventory. Standardisation could also make it easier for agencies and brands to keep creative treatments consistent across television operating systems without producing separate executions for every manufacturer.
