Huella has expanded its adtech stack with the launch of HuellaNXT, a new programmatic infrastructure layer designed to support interactive, AI-enabled and VAST-compatible advertising experiences across connected TV and premium digital environments.
The Gurugram-based creative intelligence and adtech company said the platform has been developed to address limitations in conventional programmatic advertising, where automation and scale have advanced but creative engagement formats have remained largely static.
According to Huella, HuellaNXT is intended to bring interactive advertising, AI-powered creative production and richer digital experiences into programmatic media buying environments.
The company stated that the platform focuses not only on ad delivery but also on improving how creative assets function and engage users once served across connected TV, display and mobile environments.
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.”
He added, “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.”
Huella said the new infrastructure layer integrates with its existing advertising and AI products including NEXad, Newsroom AI and AIgnite.
NEXad supports VAST-compliant interactive advertising experiences for connected TV environments, while Newsroom AI focuses on storytelling-led digital ad formats. AIgnite enables AI-powered creative adaptation across languages, formats, screen sizes and audience segments.
According to the company, HuellaNXT functions as the scaling infrastructure connecting these products with premium programmatic environments and publisher ecosystems.
The platform currently supports real-time programmatic connectivity, intelligent demand routing and publisher monetisation capabilities. Huella stated that it has already onboarded more than 100 premium publisher supply partners and operates as a Google MCM partner.
The company also confirmed ecosystem access and integrations with advertising and programmatic platforms including Magnite, Equativ, The Trade Desk, DV360 and Yahoo.
Huella said advertisers using HuellaNXT can activate interactive connected TV campaigns, AI-generated creative variations, rich media units and premium ad formats across Programmatic Guaranteed and Private Marketplace deals.
The platform additionally supports campaign structures compatible with third-party measurement and verification systems, allowing advertisers to run accountability-driven and measurement-ready campaigns.
According to the company, HuellaNXT represents a broader shift from format-led innovation towards infrastructure-led scale within its business strategy.
The launch also reflects wider changes across the advertising industry, where brands and agencies are increasingly seeking interactive, measurable and AI-enabled advertising solutions within programmatic ecosystems.
Huella said the platform will continue expanding through additional publisher partnerships, programmatic integrations and activation capabilities aimed at supporting richer creative execution across digital advertising environments.
