Nexxen Expands nexAI DSP Assistant to Power Full-Funnel Campaign Performance
nexAI DSP Assistant advances from planning through optimisation, while maintaining transparency and keeping users in full control.
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Nexxen, the advertising technology platform powered by unique data and media, has announced major enhancements to its nexAI DSP Assistant, the AI assistant in its demand-side platform (“DSP”), which will augment all phases of campaign management and amplify full-funnel performance for buyers.
nexAI DSP Assistant capabilities are expanding from mid- and post-campaign reporting and analytics to include:
- Pre-campaign set-up and quality assurance (“QA”) to launch campaigns confidently with automatic misconfiguration checks
- Deal troubleshooting and diagnostics to quickly identify, diagnose and resolve delivery issues
- Mid-campaign optimisation through natively embedded nexAI insights to provide built-in recommendations for campaigns mid-flight
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Alongside, Nexxen is launching a new DSP user interface (“UI”), creating strategic operational efficiencies and offering a streamlined and intuitive workflow in the platform.
The AI-native interface lays the foundation for seamless integration of future innovation, while speeding up user onboarding and campaign launch, and reducing the need for training.
“Deterministic, high-fidelity signals – like real behavioural data in Nexxen Discovery, transaction-level insights and exposure data tied to outcomes in the Nexxen Data Platform – consistently outperform large but noisy datasets. AI models trained on weak or proxy signals simply optimise faster toward the wrong outcomes,” said Karim Rayes, Chief Product Officer, Nexxen.
“Nexxen has spent years securing unique data assets and building research, planning and measurement solutions on top of them. Now, we have layered in AI to drive performance and automated these processes for streamlined workflows and better outcomes.”
Joey D’Alesio, Manager, Platform Partnerships, Division-D, said, “Nexxen’s AI-native DSP and enhanced nexAI DSP Assistant represent meaningful steps forward in how agencies can connect data, planning and activation within a single workflow. What stands out is how the assistant connects live campaign data with Nexxen’s knowledge base in a way that is actually actionable.”
“We are already seeing value across the campaign lifecycle — from answering feasibility questions in pre-campaign planning, to surfacing optimisation opportunities in-flight, to accelerating post-campaign analysis.”
“It is rare to see AI implemented in a way that enhances trader decision-making rather than replacing it, and that balance of innovation and control is what makes this especially compelling for our teams.”
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Forthcoming product development on the nexAI DSP Assistant will include:
- Optimisation recommendation agent to drive stronger campaign performance with clear recommendations through adjustments to bids, budgets, audiences and supply
- Audience discovery agent to create audience segments leveraging Nexxen Discovery and Nexxen’s robust data marketplace
- Advanced data integrations with Nexxen Discovery and the Nexxen supply-side platform (“SSP”) to apply holistic signals for improvement at every stage of campaign planning and activation
- Open connections to third-party application programming interfaces (“APIs”) to onboard data valuable to informing planning, performance, measurement and optimisation
Critically, even as the sophistication of its capabilities grows, the nexAI DSP Assistant remains autonomous only to the extent that users choose, keeping traders in full control and maintaining complete transparency into campaign adjustments and optimisation.
“We are seeing increased frustration in the market with the current roll-out of fully autonomous AI tools that de-centre the very people who know their business best: the planners and traders,” said Rayes.
“At Nexxen, we are building people-first DSP technology that saves time on manual tasks and launches campaigns to market faster, but leaves the decision-making power fully in our clients’ hands, to the degree they want it.”
