Gurugram, May 18th, 2026: Huella, India’s fast growing creative intelligence and adtech company, has strengthened its technology stack with 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 is not being positioned as another supply platform. It is built to address a deeper challenge in digital0020advertising: while programmatic has solved for access, automation and scale, the creative experience within programmatic environments has largely remained standard, passive and under-leveraged.
With HuellaNXT, Huella is bringing its core moat into the programmatic ecosystem, interactive advertising, AI-enabled creative scale, creative intelligence and premium execution.
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 NEXad, Newsroom AI and AIgnite. NEXad delivers VAST-compliant, high-attention interactive ad experiences on CTV, enabling brands to turn passive viewing into active engagement. Newsroom AI enables richer storytelling-led brand formats across digital environments. AIgnite powers AI-enabled creative scale, helping brands generate multiple creative variations across formats, languages, screen sizes and audience contexts.
HuellaNXT now becomes the infrastructure layer that helps scale these capabilities across premium programmatic environment. The platform is live with advanced real-time programmatic connectivity, intelligent demand routing and premium publisher monetisation capabilities. Huella has already activated over 100 first-hand premium publisher supply partners and is also a Google MCM partner. The company has ecosystem access across leading programmatic environments, including Magnite’s ad stack, Equativ, The Trade Desk, DV360 and Yahoo.
However, Huella believes the real differentiator is not access to supply alone. The sharper opportunity lies in what brands can do with that access. Through HuellaNXT, advertisers can activate VAST-compatible interactive CTV experiences, AI-enabled creative variants, rich media formats, premium units, high-viewability environments, and measurement-ready campaigns via Programmatic Guaranteed and Private Marketplace deals across mobile, display, and connected TV environments.
HuellaNXT marks an important shift in Huella’s journey from format-led innovation to infrastructure-led scale. The company has already established its position in interactive and creative-first advertising through products such as NEXad, Newsroom AI and AIgnite.
HuellaNXT now brings these capabilities into a more scalable programmatic environment.
The platform allows brands and agencies to move beyond standard banners and video units into more interactive and intelligent advertising experiences. These include interactive CTV experiences, rich media units, dynamic creative variants, mobile-first experiences, premium publisher environments and campaign setups compatible with third-party measurement and verification partners.
With HuellaNXT, Huella aims to help advertisers unlock better control, richer creative delivery, stronger engagement and more accountable programmatic execution. The platform is designed to support both brand and performance objectives by combining creative excellence with scalable media infrastructure.
The development also reflects Huella’s broader evolution as a company. From creating interactive ad formats to building AI-enabled creative systems and now strengthening its programmatic backbone, Huella is moving towards becoming a stronger creative intelligence and adtech player.
HuellaNXT will continue to expand its publisher ecosystem, programmatic integrations and activation capabilities, with a focus on enabling brands to run more interactive, intelligent and measurement-ready campaigns across premium digital environments.
About Huella Services:
Huella Services is a leading name in India’s digital advertising landscape, known for itsunique ability to blend cutting-edge technology with creative ingenuity. By crafting campaigns that inspire and deliver measurable results, Huella transforms traditional advertising into immersive and impactful experiences. With flagship platforms like Newsroom AI and NEXad, Huella empowers brands to engage their audiences in meaningful ways while driving exceptional performance. Its expertise also extends to transaction-based platforms, offering scalable solutions that unlock growth and maximize revenue potential. Founded in 2021, Huella has quickly become synonymous with innovation, creativity, and value. By seamlessly integrating strategy, technology, and storytelling, the company delivers solutions that meet the ever-evolving needs of the digital ecosystem. Huella Services is committed to helping brands achieve their goals through groundbreaking strategies, making it a trusted partner for digital excellence.
