Nexxen has launched an AI-native user interface for its demand-side platform and expanded its nexAI DSP Assistant, extending the tool's role across more stages of campaign management.
The assistant now supports pre-campaign set-up and quality assurance, deal troubleshooting and diagnostics, and mid-campaign optimisation, alongside post-campaign reporting and analytics.
The revised interface is intended to simplify how media buyers work within the platform, speed up campaign launches and onboarding, and reduce the amount of training users need.
New pre-campaign features include automatic checks for campaign misconfiguration before launch. During live campaigns, the assistant can surface recommendations based on platform data, while diagnostic tools are designed to help buyers identify and resolve delivery issues.
AI Expansion
The launch comes as ad tech companies add more artificial intelligence to software used by agencies and media buyers, while also addressing concerns about transparency and how much control human traders retain.
Nexxen said its approach keeps users in control of campaign adjustments and optimisation decisions, with the assistant operating autonomously only to the extent clients choose.
Karim Rayes, Chief Product Officer at Nexxen, linked the company's AI strategy to the quality of the underlying data used to train models.
"Deterministic, high-fidelity signals - like real behavioral 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 optimize faster toward the wrong outcomes," said Rayes.
He said the company had spent years building data assets and related products before adding automation and AI features.
"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," Rayes said.
Agency View
Nexxen also cited feedback from agency partner Division-D on how the updated assistant fits into the buying workflow.
"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," said Joey D'Alesio, Manager, Platform Partnerships at Division-D.
"We are already seeing value across the campaign lifecycle - from answering feasibility questions in pre-campaign planning, to surfacing optimization 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," D'Alesio said.
Nexxen operates a demand-side platform and a supply-side platform, alongside a central data platform used across planning, activation and measurement. It is headquartered in Israel and has offices across North America, Europe and Asia-Pacific.
Next Steps
Nexxen outlined further development for the assistant, including an optimisation recommendation agent focused on bids, budgets, audiences and supply. It also plans an audience discovery agent using Nexxen Discovery and its data marketplace, broader integrations with its Discovery and supply-side products, and open connections to third-party application programming interfaces.
Rayes said the company was responding to frustration in the market over fully autonomous AI systems that reduce the role of planners and traders.
"We are seeing increased frustration in the market with the current roll-out of fully autonomous AI tools that de-center the very people who know their business best: the planners and traders. 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," he said.