Singapore – Global adtech company Nexxen has announced the launch of ‘nexAI’, a suite of artificial intelligence (AI)-powered tools integrated across its core platform. ‘nexAI’ is designed to support various stages of the advertising process, including planning, activation, optimization, and monetization, with a focus on transparency and ongoing improvement.
Nexxen’s platform combines a demand-side platform (DSP), supply-side platform (SSP), the Nexxen Data Platform, and an in-house creative studio, Nexxen Studio, to enable communication across its components. The addition of nexAI incorporates machine learning and generative AI technologies to enhance capabilities for advertisers, agencies, and publishers throughout the campaign process.
‘nexAI’ uses Nexxen’s proprietary data to introduce improvements across four main areas. In planning, AI-powered tools support audience planning, forecasting, and strategic recommendations to provide clearer insights.
For activation, AI-driven automation is used to simplify campaign setup and management. In the optimization phase, nexAI applies machine learning to monitor and adjust campaigns in real time, aiming to enhance performance and return on investment through algorithms that evolve and improve over time.
Meanwhile, for monetisation, publishers are supported through AI-based yield optimization and increased transparency to help maximize revenue. The first generative AI feature, an in-platform assistant integrated into the Nexxen DSP, is intended to streamline workflows and enhance campaign performance while maintaining transparency and user control. Initially, the nexAI DSP assistant will offer users easier access to campaign insights, helping advertisers save time and resources.
Future updates are expected to expand the assistant’s capabilities, including direct optimisation recommendations aimed at improving return on ad spend, with additional developments planned throughout the year.
Karim Rayes, chief product officer at Nexxen, said, “Our clients are continuing to lean into data and technology to navigate the fragmented media landscape, and nexAI meets this evolving need. By integrating AI across our unified platform – and leveraging our existing data to inform these capabilities – we’re not just adding features; we’re fundamentally transforming the way campaigns are run and inventory is monetised.”
Meanwhile, Jamie Snider, director of digital strategy at Assembly Global, commented, “Sifting through campaign data to uncover meaningful insights can take hours, but nexAI puts that power at our fingertips in an instant. By streamlining reporting and optimisation, it lets us spend less time digging and more time driving real results for clients.”
Lastly, Brian Binder, senior innovation and growth director, TV, audio & display at Tinuiti, stated, “By automating data and insight collection, nexAI will streamline our team’s workflow, allowing us to shift focus to higher-value strategic initiatives and discovering new growth opportunities for our clients.”
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