Gurugram, India, 24th August, 2026 — Huella has announced a strategic partnership with V, the company behind the V Smart TV operating system, expanding its access to premium Connected TV advertising inventory across India and significantly strengthening the home-screen capabilities of NEXad, Huella’s CTV advertising platform.
Through the partnership, Huella will bring V’s high-impact advertising opportunities to brands and agencies in India, including prominent placements across the Vidaa television interface designed to reach consumers at one of the most valuable moments in the CTV journey when they first switch on and begin navigating their television experience. The agreement covers advertising opportunities across the VIDAA platform in India, including native and in-stream formats.
The addition becomes an important part of ImpacTV by NEXad, Huella’s home-screen advertising proposition, expanding its ability to provide advertisers with premium, high-visibility presence across connected television environments.
For Huella, the partnership is part of a larger strategy to build NEXad beyond conventional CTV video inventory and create a broader proposition that brings together home-screen presence, premium video, creative innovation and interactive brand experiences.
“India is one of the most exciting and fastest-growing Connected TV markets in the world, and partnerships like this are how we want to grow with it. At V, we build the platform and give our partners the tools, scale and access to tens of millions of connected devices we don’t compete with them. Huella understands the local advertising market, brands, and agencies. Together, we can unlock the full value of the biggest screen in the home and give advertisers new ways to reach audiences throughout the TV experience. TV is TV, and advertising on TV should be simple, premium and effective, regardless of how the viewer chooses to watch,” said Guy Edri, CEO of V.
As connected television evolves, Huella believes the opportunity for brands extends well beyond the traditional video ad break. The TV home screen is becoming an increasingly valuable consumer touchpoint, allowing advertisers to establish visibility and presence before content consumption even begins.
Karan Khanna, Co-Founder & COO, Huella said, CTV is becoming much more than another video channel. The television home screen is emerging as premium digital real estate, a place where brands can build presence before a consumer even decides what they are going to watch.”
“Vidaa significantly strengthens the NEXad ecosystem and expands the scale of ImpacTV. It gives our brand and agency partners greater access to premium CTV environments while allowing us to bring together reach, visibility, creative storytelling and interactive experiences on the largest screen in the home.”
The partnership further strengthens Huella’s ambition to make ImpacTV by NEXad a scaled home-screen proposition for advertisers, while continuing to expand NEXad as a more comprehensive CTV platform across the consumer journey.
About Huella
Huella is a creative adtech & intelligence company building solutions across Connected TV, creative technology, interactive advertising and programmatic media. Through NEXad, Huella enables brands and agencies to create more impactful advertising experiences across premium CTV environments, while ImpacTV by NEXad brings together high-visibility television home-screen opportunities across multiple CTV ecosystems.
About V and VIDAA
V is a global platform company dedicated to building intelligent, content-first experiences for the connected home. Through its Smart TV operating system, VIDAA, V powers millions of TVs worldwide and continues to expand partnerships across content, advertising, commerce, and technology ecosystems. VIDAA is a high-performance, open Smart TV operating system designed for speed, simplicity, and seamless content discovery. The platform integrates leading streaming services, live television, free streaming channels, and premium advertising solutions within a unified user experience.
