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LG Ad Solutions integrates with Viant to advance addressability in CTV

Partnership creates direct access to 45 million US connected devices through enhanced identity infrastructure for streaming advertising precision.

Luis Rijo

• 8 min read
LG Ad Solutions and Viant partnership integration for enhanced CTV addressable advertising capabilities
LG Ad Solutions and Viant partnership integration for enhanced CTV addressable advertising capabilities

LG Ad Solutions announced July 15, 2025, a strategic integration with Viant Technology Inc. designed to accelerate addressable advertising capabilities within the connected TV ecosystem. The collaboration introduces enhanced targeting mechanisms across LG's 45 million connected devices throughout the United States via the Viant DSP platform.

According to the announcement, this integration forms part of Viant's Direct Access program, which strengthens connections between advertisers and leading CTV platforms. The partnership enables seamless access to high-performing campaigns on premium smart TV inventory while leveraging Viant's identity infrastructure.

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Summary

Who: LG Ad Solutions, a global leader in connected TV and cross-screen advertising, partnered with Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising.

What: A strategic integration designed to accelerate addressable advertising in the connected TV ecosystem, enabling seamless access to LG's 45 million connected devices across the United States via the Viant DSP platform through enhanced identity infrastructure.

When: The partnership was announced on July 15, 2025, as part of Viant's Direct Access program to strengthen connections between advertisers and leading CTV platforms.

Where: The integration operates across LG's premium smart TV inventory spanning 45 million connected devices throughout the United States, accessible via Viant's demand-side platform.

Why: The collaboration addresses the industry-wide shift from linear TV to streaming by providing advertisers with greater precision, scale, and transparency while maintaining privacy compliance through identity-first technology and data matching capabilities.

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"Identity is the backbone of effective advertising in a fragmented ecosystem," said Kelly McMahon, SVP Global Operations, LG Ad Solutions. "By integrating the Viant Household ID into our platform, we're empowering buyers to scale Viant-driven audiences across the LG Smart TV environment—unlocking greater precision, reach, and performance while keeping privacy at the core."

The technical foundation centers on Viant's identity solutions, which enable large-scale addressable reach and precise audience targeting through powerful data matching capabilities. Advertisers gain programmatic access to LG's premium global CTV inventory through targeted audience precision designed to drive measurable outcomes.

Tom Wolfe, SVP of Business Development at Viant, emphasized the transformative potential of the collaboration. "This integration with LG Ad Solutions demonstrates how OEM data and identity-first technology can transform CTV advertising," Wolfe stated. "Together, we're empowering advertisers to reach the right audiences, in the right context, with precision and scale that reflects the streaming era."

Enhanced targeting capabilities

The integration delivers multiple technical advances for advertisers seeking improved CTV performance. Direct-to-glass access enables programmatic reach of LG's premium CTV inventory through Viant's DSP platform. Content-level contextual targeting capabilities stem from Viant's acquisition of IRIS.TV, providing standardized classification via IRIS_ID for enhanced relevance and transparency.

Performance improvements include unified premium CTV supply, identity resolution, and contextual intelligence designed to reduce waste while improving efficiency and maximizing campaign return on investment. The system provides frequency control and attribution through comprehensive data matching across the smart TV environment.

According to industry data shared by PPC Land, connected TV's share of media budgets is projected to double from 14% in 2023 to 28% in 2025, with 72% of marketers planning to increase programmatic advertising investment in 2025. This growth trajectory underscores the significance of enhanced addressability solutions for streaming platforms.

Industry transformation drives partnership timing

The announcement coincides with substantial shifts in television advertising allocation patterns. Research published on PPC Land reveals that 72% of marketers reuse or slightly modify creative assets across platforms, while only 25% develop tailored creative for both social and connected TV campaigns. This creative execution gap highlights the need for enhanced targeting precision to maximize advertising effectiveness.

Connected TV advertising continues experiencing rapid expansion across global markets. According to data tracked by PPC Land, CTV advertisements achieve completion rates of approximately 95%, substantially outperforming traditional digital video formats. Industry projections indicate CTV ad spending will reach $33.35 billion in 2025.

The LG-Viant integration addresses measurement challenges that have historically limited connected television advertising effectiveness. Traditional linear television viewership continues declining among business audiences while streaming consumption increases. Industry analysis reported by PPC Land shows that Amazon Prime Video's entry into ad-supported streaming drove industry-wide cost reductions, with Netflix and Disney+ experiencing CPM decreases of 26.3% and 27.6% respectively.

Privacy-first approach maintains compliance

The partnership emphasizes privacy-compliant addressability through Viant's identity infrastructure. This approach aligns with broader industry movements toward sophisticated targeting capabilities while maintaining regulatory compliance. Recent developments tracked by PPC Land demonstrate growing emphasis on privacy-first television advertising solutions across European markets.

LG Ad Solutions has previously integrated privacy-centric identity solutions, including adoption of Unified ID 2.0 technology developed by The Trade Desk. This identifier leverages hashed email addresses or phone numbers to create unique user identifiers while maintaining anonymization for privacy protection.

The integration occurs amid significant consolidation within television advertising technology sectors. Analysis from PPC Land shows that Amazon Ads and Roku announced a partnership in June 2025 creating the largest authenticated connected TV footprint in the United States, providing access to an estimated 80 million households through Amazon DSP.

Technical implementation details

The LG-Viant integration incorporates several sophisticated technical components designed to optimize advertising delivery. LG's Automatic Content Recognition technology captures consumer trends and viewing behaviors across both linear TV and over-the-top platforms on LG Smart TVs. This data collection system enables precise targeting capabilities enhanced through the Viant partnership.

Measurement frameworks include comprehensive analytics for advertising effectiveness, tracking metrics such as incremental reach, frequency control, share of voice, attribution, and brand lift assessment. This data-driven approach allows advertisers to evaluate campaign performance across multiple parameters while maintaining transparency throughout the advertising delivery process.

The platform's contextual targeting capabilities benefit from Viant's IRIS.TV acquisition, which provides content-level targeting on LG Ads through standardized classification systems. This enhancement enables greater relevance and transparency for advertising placements across the smart TV environment.

Market expansion context

LG Ad Solutions has demonstrated substantial growth across international markets throughout 2025. The company recently expanded to Australia with Sydney-based operations, establishing presence in what executives describe as one of the world's most advanced video markets.

Partnership developments have accelerated LG's programmatic capabilities. Collaboration with Magnite resulted in 103% growth in programmatic spend on the Magnite Streaming SSP platform. The technical implementation includes integration of Magnite's SpringServe ad server technology, enabling customized advertising content delivery within LG's webOS ecosystem.

Additional strategic partnerships have enhanced LG's advertising technology infrastructure. Collaboration with Teads provides exclusive rights to premium placement opportunities on LG Smart TVs across multiple regions including Germany, Austria, Switzerland, Australia, New Zealand, and 10 Asia Pacific countries.

Performance implications for advertisers

The Viant integration provides advertisers with enhanced measurement capabilities that address traditional challenges in television advertising return-on-investment calculation. Revenue attribution functionality connects streaming TV exposure to downstream business outcomes, enabling marketers to measure relationships between CTV advertising investments and lead generation, sales conversions, and revenue impact.

Industry research tracked by PPC Land demonstrates growing effectiveness of smart TV advertising. LG's own research involving 1,243 US adults with internet-connected televisions revealed that 59% of connected TV viewers find television ads useful for providing shopping information, representing a 73% year-over-year increase.

Cross-screen behavior patterns emphasize the importance of enhanced targeting precision. Research shows 93% of CTV viewers shop on other devices while watching television, with 19% constantly shopping while viewing content. This behavior increased 17% year-over-year, indicating growing multi-device engagement during television consumption periods.

The integration addresses technical challenges affecting connected television advertising measurement. Analysis from PPC Land shows expanding opportunities for precise audience targeting on free ad-supported streaming services without relying on traditional persistent identifiers.

Competitive landscape developments

The LG-Viant announcement occurs within a rapidly evolving competitive environment for connected television advertising technology. Microsoft recently expanded its Connected TV advertising capabilities by supporting longer video durations and integrating AI-powered creative tools, addressing evolving advertiser needs across diverse business sectors.

Nielsen's expansion of Connected TV tracking capabilities to additional markets demonstrates growing industry emphasis on comprehensive measurement tools for effective campaign management and competitive intelligence across streaming platforms.

European broadcasters continue developing unified marketplaces for television advertising access. Recent partnerships tracked by PPC Land show Sky, Channel 4, and ITV announcing plans for a joint premium video advertising marketplace starting in 2026, designed to democratize television advertising access for small businesses through self-service capabilities.

Key terminology

Addressable advertising represents a targeting methodology that enables advertisers to deliver personalized messages to specific households or devices based on demographic, behavioral, or geographic data. Unlike traditional broadcast advertising that reaches all viewers simultaneously, addressable advertising leverages data-driven insights to customize content for individual viewing environments. This approach significantly improves campaign efficiency by reducing waste and enhancing relevance for target audiences.

Connected TV (CTV) refers to television content delivered via internet-connected devices rather than traditional cable or satellite systems. This encompasses smart TVs with built-in internet capabilities, streaming devices like Roku or Apple TV, and gaming consoles that access video content through internet connections. CTV platforms enable advanced targeting and measurement capabilities that traditional linear television cannot provide, making them increasingly attractive to advertisers seeking precision and accountability.

Demand-Side Platform (DSP) functions as automated advertising technology that enables advertisers and agencies to purchase digital advertising inventory across multiple ad exchanges and supply sources through a single interface. DSPs utilize algorithms and real-time bidding to optimize campaign performance, audience targeting, and budget allocation. These platforms provide comprehensive campaign management tools, including audience segmentation, frequency capping, and performance analytics.

Identity resolution encompasses the technological processes that connect user interactions across multiple devices, platforms, and touchpoints to create unified customer profiles. This methodology enables advertisers to understand consumer behavior patterns and deliver consistent messaging throughout the customer journey. Identity resolution solutions address challenges created by cookie deprecation and privacy regulations while maintaining effective targeting capabilities.

Programmatic advertising describes the automated buying and selling of digital advertising inventory through technology platforms and algorithms. This process eliminates manual negotiations and insertion orders by enabling real-time bidding on ad placements based on predefined targeting criteria and budget parameters. Programmatic systems optimize campaign performance through continuous learning and adjustment of bidding strategies and audience targeting.

Automatic Content Recognition (ACR) technology analyzes audio and video content in real-time to identify what viewers are watching across linear television and streaming platforms. ACR systems capture viewing patterns, content preferences, and engagement behaviors without requiring explicit user input. This data enables precise audience segmentation and contextual advertising opportunities while maintaining viewer privacy through anonymized data collection processes.

Cross-screen advertising involves coordinating marketing messages and campaigns across multiple device types and platforms to create cohesive brand experiences. This approach recognizes that consumers frequently switch between smartphones, tablets, computers, and television screens throughout their daily routines. Cross-screen strategies require sophisticated measurement and attribution systems to track user interactions and optimize message frequency across devices.

First-party data consists of information collected directly by organizations from their own customers through websites, mobile applications, purchase transactions, and customer service interactions. This data type provides the highest quality and accuracy for targeting purposes because it originates from direct customer relationships. First-party data becomes increasingly valuable as third-party cookies face deprecation and privacy regulations limit external data sharing.

Frequency capping represents a targeting control mechanism that limits the number of times individual users see specific advertisements within defined time periods. This technique prevents ad fatigue and improves campaign efficiency by ensuring optimal exposure levels without overwhelming viewers. Frequency capping systems track user interactions across devices and platforms to maintain consistent exposure limits throughout multi-screen campaigns.

Over-the-top (OTT) describes video content delivery directly to viewers via internet connections, bypassing traditional cable, satellite, or broadcast television distribution systems. OTT services include subscription platforms like Netflix and Disney+, as well as free ad-supported options like Tubi and Pluto TV. This distribution method enables content providers to reach audiences directly while offering advertisers enhanced targeting and measurement capabilities compared to traditional television advertising.

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