Huella has expanded its adtech capabilities with the launch of HuellaNXT, a live programmatic infrastructure layer aimed at scaling interactive, AI-enabled and creatively rich advertising experiences across premium digital and connected TV (CTV) environments.
The company said HuellaNXT is designed to address a longstanding gap in programmatic advertising, where automation and scale have evolved rapidly, but creative experiences have largely remained static and underutilised. Rather than positioning itself as another supply platform, Huella said the new offering integrates its strengths in interactive advertising, creative intelligence and AI-enabled creative delivery into the programmatic ecosystem.
Through HuellaNXT, advertisers will be able to deploy VAST-compatible interactive CTV formats, AI-enabled creative variants, rich media units and premium ad experiences through Programmatic Guaranteed and Private Marketplace (PMP) deals across mobile, display and connected TV inventory. The platform also supports third-party measurement and verification integrations, enabling campaigns that are both engagement-driven and measurement-ready.
The launch marks a broader strategic shift for Huella from format-led innovation to infrastructure-led scale. The company has previously introduced products such as NEXad, Newsroom AI and AIgnite, focused on interactive and creative-first advertising solutions. HuellaNXT brings those capabilities into a larger programmatic framework intended to support scalable campaign activation.
According to the company, the platform is built to help brands and agencies move beyond conventional banner and video formats toward more immersive and intelligent advertising experiences, while improving campaign control, engagement and accountability across premium digital environments.
Huella said it plans to further expand HuellaNXT’s publisher network, programmatic integrations and activation capabilities as it scales its presence in the AI-led advertising ecosystem.
Speaking on the development, Karan Khanna, Co-Founder and COO, Huella Services, said: “For too long, programmatic advertising has been seen mainly as a media efficiency layer. It has solved for access, automation and scale, but the creative experience has not evolved with the same ambition. With HuellaNXT, our focus is not just on where an ad is served, but on what it can do once it appears. We are bringing Huella’s strengths in interactivity, AI-enabled creative scale, creative intelligence and VAST-compatible interactive CTV experiences into premium programmatic environments, so brands can move beyond standard impressions and build advertising that invites attention, action and measurable engagement.”
