Nexxen Rebuilds DSP Around AI-Native Interface for Media Buyers
Nexxen rebuilt its DSP around an AI-native interface, positioning human control as a competitive advantage against fully autonomous platforms. The move challenges Amazon's aggressive AI-powered ad-buying consolidation.
Nexxen launched a redesigned AI-native user interface for its demand-side platform (a software tool media buyers use to purchase digital advertising) on April 6–7, 2026, alongside major upgrades to its nexAI DSP Assistant.
The launch makes Nexxen one of the first ad-buying platforms to rebuild its entire interface around AI-driven workflows, rather than adding AI features onto an existing system.
nexAI DSP Assistant Now Covers the Full Campaign Lifecycle
The upgraded nexAI DSP Assistant now supports media traders across every stage of a campaign. Before launch, it runs automatic configuration checks to catch setup errors. During live campaigns, it surfaces real-time recommendations and diagnostic tools to identify delivery problems. After campaigns close, it accelerates reporting and analytics.
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Karim Rayes, Chief Product Officer at Nexxen, said the company spent years building its data assets before introducing AI automation. "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," Rayes said.
The platform combines behavioral data, transaction-level signals, and outcome-linked exposure data as the foundation for its AI models, positioning this data quality as a direct counter to competitors that rely on lower-quality proxy signals.
Human Control Preserved as a Core Design Principle
Nexxen describes its approach as "people-first" technology. The assistant operates autonomously only to the degree clients choose, keeping final decisions with traders and planners rather than the system itself.
Rayes noted documented frustration in the market with fully autonomous AI systems. "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," he said.
Joey D'Alesio, Manager of Platform Partnerships at Division-D, provided third-party validation of the platform. "It is rare to see AI implemented in a way that enhances trader decision-making rather than replacing it," D'Alesio said, adding that the assistant connects live campaign data with Nexxen's knowledge base "in a way that is actually actionable."
Nexxen Enters a Fast-Moving Competitive Field
Nexxen's launch follows aggressive moves by larger platform players. Amazon unified its ad-buying tools and sponsored listings into a single AI-powered manager in December 2025, cutting campaign setup time by 60%. Its DSP Performance+ product reduced campaign setup to four clicks using machine learning trained on first-party signals.
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AI Digital's Elevate platform, launched in April 2025, generates campaign blueprints in 30 seconds with projected impact rationales including 15% conversion lift estimates. Separately, fullthrottle.ai's AI Media Agent compresses campaign launch to under five minutes without manual spreadsheet tools. The Trade Desk analyzes millions of ad opportunities per second using AI for real-time bidding decisions.
Documented deployments of AI-driven ad-buying automation have shown 40–51% reductions in customer acquisition costs. These figures represent the performance benchmarks media buyers will use when evaluating Nexxen's platform against existing tools.
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Roadmap and Regional Considerations for Asian Media Buyers
Nexxen has outlined planned additions to the platform, including an optimization recommendation agent covering bids, budgets, audiences, and supply. The company also plans an audience discovery agent, broader integrations with its Discovery and supply-side products, and open connections to third-party APIs.
No Asia-Pacific rollout details, localized performance benchmarks, or regional case studies were available at the time of this report. Asian media buyers evaluating the platform will need to rely on global performance data while assessing whether Nexxen's data assets carry sufficient depth in regional markets to deliver comparable results.
The full announcement is available via Nexxen's investor relations page.
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