Why everyone in adtech is suddenly talking about creative again

Nexxen, for its part, has just dropped nexAI, a new generative AI suite built into its end-to-end platform. Yes, another AI tool. But this one’s different, they say, because it sits natively across Nexxen’s DSP, SSP and data infrastructure, making it easier to act on insights without spinning up a dozen dashboards. And yes, there’s a chatbot involved.

What is Nexxen?

For those not up to speed, Nexxen is a global adtech player headquartered in Israel, with offices in London, Singapore and across the US. The company, which reported $350m in net revenue last year, is publicly listed on Nasdaq and operates a unified technology stack spanning demand- and supply-side platforms, its own data platform and an in-house creative studio. Following its 2022 acquisition of Amobee, the focus has now shifted firmly to organic growth, with AI front and center.

But the Nexxen crew insists the bigger picture isn’t about adding shiny features – it’s about solving real problems.

Fragmentation fatigue and the push for simplicity

“The market is consolidating, not expanding,” says chief product officer Karim Rayes. “Brands are tired of stitching together 10 different platforms. They want transparency, control over their data and they want to see ROI faster.”

This is the context behind nexAI, which launched last week. It’s not just a planning assistant or a glorified reporting tool – it’s supposed to help clients forecast, activate, optimize and monetize across video and beyond. The big claim? It makes the system simpler, even as the ecosystem gets messier.

Chief strategy officer Ken Suh adds: “The irony is that programmatic was meant to automate things, but it made everything more complex. Our goal now is to re-simplify. AI helps with that. It’s like undoing 10 years of overengineering.”

Retail media and the new arms race

Of course, no adtech conversation in 2025 is complete without talking about retail media. The gang at Nexxen sees it as a microcosm of the larger shift: from awareness to action, from siloed to synced.

“Brands are looking for access to transactional data, but they don’t want more fragmentation,” says Rayes. “You’re seeing a lot of duplication – everyone launching their own networks. But there’ll have to be more aggregation. Otherwise, it doesn’t scale.”

That’s why Nexxen is betting big on tying TV, CTV, and retail media together through data. It’s not just about targeting – it’s about measuring the full customer journey. “We’re seeing advertisers take that data beyond measurement and use it in planning and optimisation,” adds Puccinelli. “That’s where the real value is. Not just reporting what happened, but using it to shape what happens next.

What the industry can learn

The big takeaway from the Nexxen playbook isn’t that everyone should run out and build an AI chatbot (though many will). It’s that clients are rethinking their entire approach, demanding fewer partners, cleaner workflows and tech that actually helps them sell.

It’s also clear that as media budgets tighten, clients are leaning into what they can control – their data. “We’re seeing more clients treat data like a currency,” said Rayes. “They want to own it, activate it and protect it. And they want partners who don’t create additional compliance headaches.”

Video is still king, just not in the way you think

According to Nexxen, 70% of its business is now video-based, but the lines between upper and lower funnel have blurred.

“We’re seeing video not just as a reach tool, but a conversion tool,” says Rayes. “It’s no longer about delivering a message and hoping it sticks. It’s about using that same message to drive measurable outcomes.”

That’s why the company is investing in AI for creative analytics too – identifying the moments within an ad that drive impact and optimizing accordingly. “Tech and creativity are finally getting married,” Puccinelli jokes. “About time.”

What’s next for AI in adtech

Expect more AI layers from Nexxen soon – including tools for publishers on the supply side. But for now, the focus is on getting the demand-side tools right. “We’ve already staffed up a dedicated AI team,” says Suh. “This isn’t a side project. It’s a core transformation.”

Interestingly, it’s also about democratizing access. “We want junior staff to be able to get the same value from insights tools as analysts do,” adds Rayes. “It’s not about replacing people – it’s about making the system usable for everyone.”

Creative is the bunny boiler

Perhaps the most surprising part of this conversation wasn’t about AI at all. It was that the creative conversation is back.

“When you’re operating in an uncertain market, the message matters more than ever,” says Puccinelli. “You can’t cut your way to growth. You have to connect. And that starts with what you say.”

Funny how the future of adtech sounds a bit like Advertising 101.