Gurugram: Huella, a creative intelligence and adtech company, has strengthened its technology stack with the launch of HuellaNXT, its live programmatic infrastructure layer designed to scale interactive, AI-enabled and creatively rich advertising experiences across premium digital and connected TV environments.
HuellaNXT has been developed to address a growing gap in digital advertising where programmatic ecosystems have largely focused on access, automation and scale, while creative experiences within programmatic environments have remained standardised and passive.
With HuellaNXT, the company aims to bring its expertise in interactive advertising, AI-enabled creative scale, creative intelligence and premium execution into the programmatic ecosystem.
Speaking on the development, 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. 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.”
Over the last few years, Huella has built differentiated advertising capabilities through platforms such as NEXad, Newsroom AI and AIgnite.
NEXad delivers VAST-compliant interactive ad experiences on connected TV, while Newsroom AI enables storytelling-led brand formats across digital environments. AIgnite focuses on AI-enabled creative scale, helping brands generate multiple creative variations across formats, languages, screen sizes and audience contexts.
HuellaNXT now acts as the infrastructure layer enabling these capabilities to scale across premium programmatic environments.
The platform currently operates with advanced real-time programmatic connectivity, intelligent demand routing and premium publisher monetisation capabilities. Huella said it has already onboarded more than 100 premium publisher supply partners and is also a Google MCM partner.
The company’s ecosystem integrations extend across major programmatic platforms including Magnite, Equativ, The Trade Desk, Google DV360 and Yahoo.
Through HuellaNXT, advertisers can activate VAST-compatible interactive CTV experiences, AI-enabled creative variants, rich media formats and premium advertising units through Programmatic Guaranteed and Private Marketplace deals across mobile, display and connected TV environments.
The company stated that HuellaNXT marks a strategic shift from format-led innovation towards infrastructure-led scale, enabling advertisers to move beyond traditional banner and video formats into more interactive and intelligent advertising experiences.
With the launch, Huella aims to offer advertisers greater control, richer creative delivery, stronger engagement and more accountable programmatic execution by combining creative intelligence with scalable media infrastructure.
HuellaNXT will continue expanding its publisher ecosystem, programmatic integrations and campaign activation capabilities to support more interactive, intelligent and measurement-ready campaigns across premium digital environments.
