LG Ad Solutions and Taboola partner for CTV performance tracking

LG Ad Solutions and Taboola announced a partnership on December 3, 2025, introducing Performance Enhancer, a solution designed to connect premium television exposure with measurable digital outcomes across connected TV and digital channels globally. The announcement addresses persistent measurement challenges that have prevented advertisers from attributing site visits and conversions directly to CTV campaigns.

Performance Enhancer combines LG Ad Solutions' first-party Automatic Content Recognition data with Realize, Taboola's performance advertising platform, to extend campaigns beyond Smart TVs into thousands of publisher sites. According to Serge Matta, President of LG Ad Solutions, the partnership creates a more connected and measurable ecosystem for brands by enabling them to drive site visits and conversions while optimizing toward audiences most likely to act.

The solution provides end-to-end performance measurement across CTV and digital channels. Advertisers can extend LG Ad Solutions campaigns beyond Smart TVs into trusted publisher environments to drive conversions, optimize cost per acquisition through modeled lookalike audiences, quantify return on investment by attributing site visits and down-funnel conversions back to TV exposure, and consolidate cross-platform measurement to strengthen future media planning.

According to Adam Singolda, CEO of Taboola, LG Ad Solutions continues making television screens a destination for meaningful connections between brands and audiences. The company's footprint, trusted brand, and free CTV content create opportunities for advertisers to reach consumers at scale. Through the partnership, advertisers can connect the top-of-funnel impact of the big screen with the mid- to lower-funnel performance of the open web.

The announcement arrives as connected television advertising faces growing pressure to demonstrate measurable outcomes beyond traditional brand awareness metrics. Research from the Interactive Advertising Bureau released in October 2025 revealed that 73 percent of advertisers view measurement and attribution as top challenges in CTV advertising. The same research showed that two-thirds of advertisers improved return on ad spend after implementing Conversion APIs for measurement.

LG Ad Solutions operates a global network of 200 million LG Smart TVs worldwide. The company's ACR technology captures content and ad exposure through privacy-compliant mechanisms built into television hardware, providing second-by-second tracking with household-level accuracy. Nearly all LG Smart TV users—97 percent—start their viewing journey on the home screen, visiting an average of three times per day, according to research released in November 2025.

Taboola's Realize platform reaches approximately 600 million daily active users across publisher partners including NBC News, Yahoo, and original equipment manufacturers such as Samsung and Xiaomi. The company expanded Realize platform partnerships in October 2025, securing deepened relationships with TIME, Weather Channel Digital, Gannett | USA TODAY Network, Nexstar, and Slate to provide performance advertisers with access to display inventory.

The Performance Enhancer architecture relies on deterministic measurement methodologies rather than probabilistic approaches. Deterministic measurement links specific advertisement exposures to subsequent actions with certainty, eliminating statistical modeling uncertainties. This distinction matters for advertisers requiring confident attribution for budget allocation decisions and campaign optimization.

Technical implementation leverages Taboola's proprietary algorithms and LG Ad Solutions' deep audience insights powered by first-party ACR data. The system serves impressions only when cross-device measurement becomes possible through household graph technology. This enables cross-device tracking at the household level—when a viewer sees an advertisement on connected television, the system can attribute subsequent site visits or conversions occurring on mobile devices or computers within the same household.

The partnership represents the latest development in Taboola's strategic expansion into connected television performance measurement. The company announced a partnership with Paramount Advertising in October 2025, introducing Performance Multiplier designed to help small and medium-sized businesses measure and extend connected TV advertising campaign reach across the open web. That integration marked the first time a major streaming provider adopted Taboola's Realize AI technology.

Connected television's share of media budgets has doubled from 14 percent in 2023 to 28 percent in 2025, with 72 percent of marketers planning to increase programmatic advertising investment in 2025, according to industry data. This growth trajectory has intensified demand for measurement solutions that connect television exposure to digital actions across devices and platforms.

LG Ad Solutions has pursued multiple partnerships throughout 2025 to enhance addressability and measurement capabilities. The company integrated with Viant Technology in July 2025 to advance addressability across 45 million connected devices throughout the United States. The company also integrated ACR data with Databricks Marketplace in October 2025, making deterministic CTV viewership data accessible to advertising technology platforms through standardized interfaces.

The announcement follows LG Ad Solutions' introduction of Agentiv in October 2025, an artificial intelligence platform designed to support internal and external agents that enhance operational workflows and data-driven processes within connected TV advertising technology. The platform provides unified infrastructure for developing and deploying AI agents across multiple business functions, helping streamline internal processes and strengthen collaboration with clients.

For advertisers, Performance Enhancer addresses the fundamental disconnect between television advertising investment and digital conversion tracking. Television delivers unmatched reach and impact, but advertisers have historically struggled to connect that value directly to measurable outcomes. Traditional television measurement relied on panel-based approaches that used statistical sampling rather than deterministic household-level tracking.

The solution enables optimization toward modeled lookalike audiences with the highest likelihood to convert. This capability leverages machine learning algorithms trained on historical conversion data combined with viewing behavior patterns captured through ACR technology. Advertisers can identify and target households demonstrating characteristics similar to their best-converting customers.

Attribution capabilities extend beyond site visits to include engagement metrics and down-funnel conversions. The system tracks the complete consumer journey from initial television exposure through subsequent digital interactions, providing advertisers with comprehensive visibility into how connected TV advertising influences purchase decisions and conversion events.

Consolidating cross-platform measurement eliminates fragmentation that has historically complicated campaign planning and optimization. Advertisers can access unified reporting showing how television exposure contributes to overall marketing performance alongside search, social, and display advertising. This integrated view enables more informed budget allocation decisions and strategic planning.

Taboola expects to pay over $1.5 billion to publishers and original equipment manufacturers in 2025, reflecting the company's approach to maintaining publisher relationships while expanding advertising technology offerings. The payment structure represents Taboola's holistic approach to driving performance across multiple formats and placements, extending beyond search and social channels.

The competitive landscape for connected television performance measurement has intensified throughout 2025. Teads launched deterministic CTV measurement in October 2025, enabling advertisers to track site visits, leads, and sales directly tied to CTV exposure. That solution represented the first time deterministic CTV measurement became available outside the United States.

Performance-driven CTV represents a fundamental shift from traditional brand awareness objectives. Connected television has transitioned from primarily serving upper-funnel brand building to functioning as a full-funnel performance platform capable of driving conversions and measurable return on investment. This transformation addresses advertiser demands for accountability across all marketing channels.

Privacy compliance remains central to Performance Enhancer's technical architecture. The solution operates within privacy-compliant frameworks aligned with regulatory requirements across global markets. First-party data from television manufacturers provides accuracy advantages while maintaining user privacy through consent-driven approaches and privacy-preserving measurement technologies.

Industry consolidation has accelerated as platforms seek to differentiate through measurement capabilities and performance outcomes. Major streaming services and advertising technology providers have established partnerships creating new opportunities for reaching audiences through authenticated household targeting while maintaining measurement effectiveness.

The announcement reflects broader industry recognition that connected television must demonstrate performance parity with established digital channels. Search and social platforms have long provided granular conversion tracking and attribution capabilities. Connected television's technical infrastructure has required significant development to achieve comparable measurement precision.

Creative optimization and strategic inventory selection remain critical factors for maximizing audience attention and conversion performance. Research from Kargo released in August 2025 demonstrated that CTV campaigns measured 78 percent more effective at keeping viewers engaged compared to industry benchmarks when combining specialized creative formats with premium inventory.

For marketing professionals, Performance Enhancer introduces new capabilities for connecting television advertising to business outcomes. The solution enables performance measurement frameworks appropriate for television environments rather than applying web-based metrics like click-through rate and bounce rate that do not apply to CTV contexts where viewers watch advertisements on television devices.

The partnership between LG Ad Solutions and Taboola positions both companies to capture growing advertiser investment in performance-driven connected television. As television consumption continues migrating from linear schedules to streaming platforms, measurement solutions connecting television exposure to digital actions become increasingly critical for maintaining advertiser confidence and budget allocation.

LG Ad Solutions, incorporated as Alphonso Inc., operates as a global leader in advanced advertising for connected TV and cross-screen devices. The company's mission focuses on creating meaningful connections between brands and their audiences through award-winning LG Smart TVs worldwide. The platform offers advertisers and content creators broad reach and targeted engagement on the largest screen in the home.

Taboola empowers businesses to grow through performance advertising technology that delivers measurable outcomes at scale. The company works with thousands of businesses who advertise directly on Realize, reaching approximately 600 million daily active users across publishers in the world. Publishers use Taboola's technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale.

Timeline

• December 2020: LG Electronics acquires controlling stake in Alphonso, which operates as LG Ad Solutions
• May 2024: LG Ad Solutions adopts Unified ID 2.0 for privacy-compliant addressable advertising
• September 2024: LG Ad Solutions launches Screensaver Ads showing 2.5x brand awareness lift
• June 2025: Taboola announces Predictive Audiences with conversion improvements up to 270%
• July 2025: LG Ad Solutions integrates with Viant for addressability across 45 million US connected devices
• July 2025: LG Ad Solutions expands to Australia with Sydney-based operations
• October 2025: Taboola expands Realize platform partnerships with TIME, Weather Channel, Gannett, Nexstar, and Slate
• October 2025: Taboola and Paramount launch Performance Multiplier for small business CTV measurement
• October 2025: LG Ad Solutions integrates ACR data with Databricks Marketplace
• October 2025: LG Ad Solutions launches Agentiv AI platform for CTV advertising operations
• October 2025: IAB releases guide on Conversion APIs for closing CTV outcome measurement gap
• November 2025: LG Ad Solutions reports 60% growth in home screen advertising placements
• December 3, 2025: LG Ad Solutions and Taboola announce Performance Enhancer partnership

Summary

Who: LG Ad Solutions, incorporated as Alphonso Inc., partnered with Taboola (NASDAQ: TBLA), an advertising technology company. Serge Matta serves as President of LG Ad Solutions, while Adam Singolda serves as CEO of Taboola.

What: The companies announced Performance Enhancer, a solution connecting premium connected TV exposure to measurable digital outcomes. The technology combines LG Ad Solutions' first-party Automatic Content Recognition data with Taboola's Realize performance advertising platform to extend campaigns beyond Smart TVs into thousands of publisher sites, enabling advertisers to broaden impact, optimize cost per acquisition, quantify return on investment, and enhance efficiency through consolidated cross-platform measurement.

When: The partnership was announced on December 3, 2025, through a press release distributed via Globe Newswire.

Where: The solution operates globally, extending LG Ad Solutions campaigns across connected TV and digital channels worldwide. LG Ad Solutions operates a network of 200 million LG Smart TVs globally, while Taboola's Realize platform reaches approximately 600 million daily active users across publisher partners.

Why: The partnership addresses persistent measurement challenges preventing advertisers from attributing site visits and conversions to CTV campaigns. Connected television's share of media budgets has doubled from 14 percent in 2023 to 28 percent in 2025, with 73 percent of advertisers viewing measurement and attribution as top challenges in CTV advertising. Performance Enhancer enables advertisers to connect television advertising investment with measurable digital outcomes, validating the real performance impact of CTV investment while eliminating fragmentation in cross-platform measurement.