Huella Services introduces NEXad, a CTV product with interactive features

Huella Services has launched NEXad, a connected TV (CTV) product designed to incorporate interactive elements and provide scalable solutions for brands utilising programmatic advertising. This new offering aims to enhance the viewer experience by allowing advertisers to engage their target audiences in more personalised and interactive ways.

"NEXad enables advertisers to deliver personalised and interactive content, creating a seamless and immersive experience," said Karan Khanna, co-founder and COO of Huella Services. "We believe it will open new avenues for meaningful audience engagement, blending creative excellence with technological innovation."

Huella Services was founded in 2022 by Prrincey Roy, the former head of integrated media solutions at Times Internet. The company focuses on digital ad sales monetisation, offering marketing and sales expertise to help businesses improve efficiency and growth.

In May 2024, Huella Services revamped its leadership team, appointing three regional directors—Kush Kapoor for North India, Kalyan Chakraborty for South India, and Ketaki Hardikar for West India—to strengthen regional accountability and maximise market share for brands and advertisers.

In 2023, approximately 32 million households in India owned CTVs, which include devices like Amazon Fire Sticks and smart TVs that enable internet streaming. A survey by GroupM indicates that this number is projected to surpass 45 million households by the end of 2024, reflecting the growing trend of digital content consumption across the country.