For years, programmatic advertising has won on efficiency – automation, scale, access. What it never cracked was creativity. Huella, the creative intelligence and adtech company, is betting that’s the next frontier.
The company has launched HuellaNXT, a new programmatic infrastructure layer designed to bring richer, interactive ad experiences into premium digital and connected TV environments. The core argument is simple: programmatic buying has evolved rapidly, but the creative experience delivered through it has stayed stubbornly standardized.
HuellaNXT addresses that gap by combining interactive advertising, AI-enabled creative production, and premium execution within programmatic environments. It builds on Huella’s existing stack – NEXad for VAST-compatible interactive CTV experiences, and AIgnite for AI-led creative adaptation across formats, languages, and screen sizes.
Karan Khanna, Co-Founder and COO, framed it directly: the focus is no longer just on where an ad is served, but on what it can do once it appears.
The platform is already live with real-time programmatic connectivity. Huella works with over 100 publisher supply partners, holds Google MCM partner status, and integrates with Magnite, Equativ, The Trade Desk, DV360, and Yahoo.
Brands can now activate interactive CTV campaigns, rich media formats, and AI-enabled creative variants through Programmatic Guaranteed and Private Marketplace deals – across mobile, display, and CTV.
For Huella, HuellaNXT signals a deliberate shift: from format-level innovation to full infrastructure ambition – where creative experience and programmatic scale finally move together.
