Five days after an announcement made on December 10, 2024, LG Ad Solutions and Magnite have strengthened their collaboration across multiple continents, marking a significant expansion in connected TV advertising capabilities.
According to the official press release, the partnership spans North America, APAC, and EMEA regions, building upon substantial growth achieved during the previous two-year period. Statistical data shows that LG Ad Solutions' programmatic spend increased by 103% on the Magnite Streaming SSP platform.
The technical implementation includes the integration of Magnite's SpringServe ad server technology, which powers several new features within LG's webOS ecosystem. This integration enables the delivery of customized advertising content that aligns with individual viewer preferences while maintaining the quality of the overall television experience.
The partnership's scope encompasses LG's extensive network of connected devices. Statistical data from LG Ad Solutions indicates a presence of 40 million Smart TVs in the United States market, while their global footprint extends to 165 million Smart TVs worldwide. These numbers represent significant scale for advertisers seeking to reach audiences through connected TV platforms.
A notable technical advancement in this collaboration is the introduction of Magnite's ClearLine self-service solution. This technology allows advertisers direct access to premium video inventory with enhanced transparency controls. The system incorporates LG's proprietary first-party data, enabling more precise audience targeting capabilities.
Kelly McMahon, Senior Vice President of Global Operations at LG Ad Solutions, highlighted the significance of the ad-serving technology integration: "Our partnership with Magnite has been essential in delivering high-quality, seamless ad experiences to our viewers, and this next phase brings even more potential."
The partnership introduces new advertising formats specifically designed for the LG Home Screen, scheduled for implementation in the first half of 2025. This marks the first instance of these formats being available within the programmatic ecosystem, representing a technical milestone in connected TV advertising.
Mike Laband, Senior Vice President of Platform Revenue at Magnite, emphasized the collaborative nature of the partnership: "The LG team has been supportive of new ideas and testing new technology which is always a huge help when it comes to bringing novel solutions to market."
The technology infrastructure supporting this partnership includes several key components. LG Ad Solutions utilizes proprietary ACR (Automatic Content Recognition) technology to capture consumer trends and viewing behaviors across both linear TV and OTT platforms on LG Smart TVs. This data collection system enables precise targeting capabilities enhanced by partnerships and first-party data integration.
The measurement framework includes comprehensive analytics for advertising effectiveness, tracking metrics such as Incremental Reach, Frequency, Share of Voice, Attribution, and Brand Lift. This data-driven approach allows advertisers to assess campaign performance across multiple parameters.
LG's advertising platform incorporates various placement options, including native advertising formats integrated within the Smart TV user experience and CTV video placements. The system extends beyond television screens to include cross-device capabilities, reaching connected households across mobile, tablet, and desktop devices.
The partnership operates within the larger context of the connected TV advertising market, where LG Ad Solutions functions as an independent provider of LG CTV inventory. The platform offers consolidated planning, activation, and measurement capabilities across viewing platforms, streamlining the advertising process for brands and agencies.
Magnite, trading under NASDAQ: MGNI, serves as the technical infrastructure provider in this partnership, leveraging its position as an independent sell-side advertising platform. The company's technology facilitates the monetization of content across multiple formats, including CTV, online video, display, and audio advertising.
This strategic collaboration represents a significant development in the connected TV advertising landscape, combining LG's hardware presence with Magnite's advertising technology infrastructure to create an enhanced advertising ecosystem for brands and viewers alike.