Nexxen today highlighted a suite of full-funnel performance capabilities within its demand-side platform, Nexxen DSP, bundling AI-driven optimization tools with incrementality measurement in a single integrated stack. The announcement, made on March 24, 2026, positions the company against a persistent structural problem in programmatic advertising: optimization and measurement have historically lived in separate tools, forcing media buyers to reconcile signals across disconnected systems.
The company’s pitch is that fragmentation – not lack of spending – is what makes campaigns harder to evaluate, particularly in connected television environments where a viewer might watch an ad on a smart TV and convert days later on a mobile device.
“Fragmentation has made performance measurement increasingly difficult, particularly when viewing takes place in a CTV environment and conversion takes place later on another device – connecting TV exposure to downstream actions is rarely straightforward,” said Kara Puccinelli, Chief Customer Officer at Nexxen. “Full-funnel performance in Nexxen DSP helps advertisers optimize while campaigns are in flight and measure real lift, ultimately connecting upper-funnel impact to lower-funnel outcomes.”
The suite consists of five integrated components, each addressing a distinct layer of the campaign management workflow.
In-Flight Optimization, abbreviated as IFO, unifies offline signals and optimizes campaigns in real time. This distinguishes it from post-campaign attribution approaches, which can only identify what worked after the budget has been spent. The ability to incorporate offline conversion data during an active campaign – rather than after it closes – reflects a broader industry shift toward continuous optimization loops.
Performance Algorithms from nexAI form the second layer. These are AI-driven tools designed to maximize campaign effectiveness regardless of the key performance indicator being pursued. Nexxen…