Huella launches HuellaNXT

Huella, a creative intelligence and adtech company, has launched HuellaNXT, its live programmatic infrastructure layer designed to scale interactive, AI-enabled and creatively rich advertising experiences across premium digital and connected TV environments, according to a press release.

“HuellaNXT is not being positioned as another supply platform. It is built to address a deeper challenge in digital0020advertising: while programmatic has solved for access, automation and scale, the creative experience within programmatic environments has largely remained standard, passive and under-leveraged. With HuellaNXT, Huella is bringing its core moat into the programmatic ecosystem, interactive advertising, AI-enabled creative scale, creative intelligence and premium execution,” the release stated.

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.”

Over the last few years, Huella has built differentiated advertising capabilities through NEXad, Newsroom AI and AIgnite. NEXad delivers VAST-compliant, high-attention interactive ad experiences on CTV, enabling brands to turn passive viewing into active engagement. Newsroom AI enables richer storytelling-led brand formats across digital environments. AIgnite powers AI-enabled creative scale, helping brands generate multiple creative variations across formats, languages, screen sizes and audience contexts, stated the release.

HuellaNXT marks an important shift in Huella’s journey from format-led innovation to infrastructure-led scale. The company has already established its position in interactive and creative-first advertising through products such as NEXad, Newsroom AI and AIgnite.

HuellaNXT now brings these capabilities into a more scalable programmatic environment.

The platform allows brands and agencies to move beyond standard banners and video units into more interactive and intelligent advertising experiences. These include interactive CTV experiences, rich media units, dynamic creative variants, mobile-first experiences, premium publisher environments and campaign setups compatible with third-party measurement and verification partners.

With HuellaNXT, Huella aims to help advertisers unlock better control, richer creative delivery, stronger engagement and more accountable programmatic execution. The platform is designed to support both brand and performance objectives by combining creative excellence with scalable media infrastructure.