LG Ad Solutions, which sells advertising on LG smart televisions, today said that retail media advertisers in the United States can buy premium inventory across LG's TV ecosystem through Best Buy Ads. The placements include the Home Screen, which the company says has never before been offered through a retail media network. Trading runs programmatically through Magnite, with Best Buy supplying measurement meant to connect campaign exposure to sales.

In Short

LG's TV advertising business and Best Buy's ad business agreed that brands can now buy ads on LG televisions, including the first screen shown when a set is switched on, using Best Buy's shopper information. It matters to brands that already advertise with Best Buy and to anyone following how retailer-owned ad networks are moving money onto television. In practice, the ads are bought automatically through Magnite, results are tied back to Best Buy sales, and LG says the offering is open to advertisers right away.

What LG Ad Solutions and Best Buy Ads announced

According to LG Ad Solutions, the partnership carries inventory across the LG Electronics TV ecosystem, the Home Screen among it, to U.S. retail media advertisers through Best Buy Ads. The company, which is incorporated as Alphonso Inc., said this is the first time LG's Home Screen inventory has been made available through a retail media network. Consumer electronics brands working with Best Buy Ads can now reach Best Buy's first-party shopper audiences on LG Home Screen and CTV Video inventory, LG Ad Solutions added, with the aim of engaging shoppers during discovery and purchase.

The pitch rests on a familiar tension. Brands, in the company's telling, want to stretch retail media investments beyond a retailer's own properties without losing addressability or measurable business outcomes. LG Ad Solutions said advertisers can now activate Best Buy Ads audiences across the LG TV ecosystem, and that putting some of its highest-impact inventory into retail media buying channels opens a path for retail media budgets to enter premium connected TV (CTV) environments.

Two executives put names to the arrangement. Serge Matta, President of Global Ad Sales at LG Ad Solutions, said the Home Screen has "a distinct role at the point of discovery, before content begins" and described the deal as "opening premium LG TV inventory to a different source of investment and connecting that investment to outcomes." Lisa Valentino, Chief Ads and Media Officer of Best Buy, said advertisers want to "connect retail media investments with premium media experiences and measurable sales results," and called the result "a more accountable and effective advertising solution" built by pairing Best Buy's audience insights and measurement with LG's inventory.

One timing detail is given: the offering is available to advertisers immediately.

How the buying and measurement chain is described

Two technical statements anchor the announcement. Inventory is transacted programmatically through Magnite, and Best Buy's closed-loop measurement connects campaign exposure to sales outcomes, according to LG Ad Solutions.

Closed-loop measurement, in its common form, means a retailer matches its own exposure records against its own sales records and reports purchases rather than clicks or modelled estimates. The loop also sees only one retailer's tills. Where shoppers cannot be identified, cash buyers for instance, networks typically extrapolate, a step that IAB and Media Rating Council guidelines call for disclosing. The announcement does not say how Best Buy handles that step for television exposure.

On the supply side, LG has worked with Magnite for some time. The two companies renewed their global relationship in December 2024, and Magnite said at that point that unique formats on the LG Home Screen would reach the programmatic ecosystem in the first half of 2025, according to Magnite. Magnite then unveiled a unified SpringServe platform on April 23, 2025, joining its streaming ad server to its sell-side platform; LG Ad Solutions was among the initial clients, according to Magnite. In December 2025, Magnite announced the first AI-generated Home Screen ads across LG Ad Solutions and TCL, using its streamr.ai tool.

The measurement layer has its own lineage. LG Ad Solutions presented at the 2026 IAB NewFronts, held March 23 to 26, where it introduced Own the Outcome, a framework meant to give advertisers benchmarks across brand impact, post-exposure actions and on-screen conversions, according to NewscastStudio. The same report said LG had made its Home Screen inventory programmatically accessible worldwide through Programmatic Guaranteed, a deal type in which price and impression volume are fixed before delivery, and through private marketplace deals. LG Ad Solutions now says the Best Buy partnership extends Own the Outcome by strengthening measurement and attribution in the retail media environment.

Best Buy's side of the arrangement

Best Buy describes itself as the world's largest specialty consumer electronics retailer. According to Best Buy, it generated more than $41.6 billion of revenue in fiscal 2026, operates more than 1,000 retail stores in North America and employs more than 80,000 people. Those figures describe the retailer, not the ad business. Best Buy has not publicly disclosed the size of its retail media business, according to Modern Retail, although Valentino told the publication it would post double-digit growth this year. As of 2025, Best Buy Ads had worked with more than 600 advertisers and run 3,000 campaigns, according to Chief Marketer.

The LG agreement arrives two weeks after a second television deal. On September 23, 2026, Best Buy and Amazon said they had expanded a multiyear Fire TV partnership. According to Best Buy and Amazon, Best Buy Ads will use Amazon Ads' programmatic technology, including AI-powered tools, from February 2027, and will offer brands Fire TV advertising inventory on all new and existing Insignia TVs. Fire TV remains the exclusive software on the Insignia sets Best Buy produces.

Set side by side, the two announcements give Best Buy Ads two routes into television supply: Amazon technology and Insignia inventory from February 2027, and LG's ecosystem through Magnite starting now. Neither announcement explains how the two will be combined, if at all.

Home screens, retail media and the wider market

LG's Home Screen business

LG Ad Solutions has been building the case for the placement for a year. On November 18, 2025 it reported a year-over-year increase of more than 60% in general-market advertisers using Home Screen placements, and its chief marketing officer, Tony Marlow, said 97% of LG Smart TV users start on the Home Screen, visiting three times a day on average. Those are LG's own figures. Separately, LG Ad Solutions has said it operates a network of 200 million LG Smart TVs worldwide, a count published in December 2025.

The sales model has shifted. In 2024, LG's Kelly McMahon said the company had historically monetised native Home Screen units only through direct sales, according to Beet.TV. A retail media channel is a further buying path added to a placement that began life as a direct-sold format.

Retail media moves off the retailer's own site

Most retail media money still stays on retailers' own properties. On-site placements made up 85.5% of U.S. retail media spending in 2023 and are projected to remain above 80% through 2027, based on EMARKETER estimates, which leaves offsite inventory such as television as the smaller part of the market. IAB Europe research found connected TV at 31% of buy-side offsite investment against only 19% of retailers actually enabling CTV placements. That is European data, not a U.S. measure, but it points to a supply gap that retailers with device partners are positioned to fill.

Walmart took a different route. It owns VIZIO and its SmartCast operating system, and a beta listing of VIZIO inside the Walmart Connect Ad Center surfaced on April 1, 2026, without any announcement from Walmart. Best Buy's two announced routes rely on partner platforms instead: Amazon's Fire TV software on Best Buy's own Insignia sets, and LG's TV ecosystem.

Samsung's parallel move

LG is not alone in opening home screens to automated buying. On June 10, 2026, Samsung Ads said its Smart TV home screens would be sold programmatically through The Trade Desk and Google DV360, with Magnite's SpringServe as the ad server and a global rollout scheduled to begin in Q3 2026. Both manufacturers now route premium start-screen placements through Magnite technology. What the LG-Best Buy deal adds is a retail media buyer, with retailer purchase data, to inventory that was already programmatically accessible by other deal types.

The measurement question

Television has a trust problem when it comes to proof, and retail media has built part of its pitch on answering it. An IAB Spain study published May 6, 2026 found 44 percent of professionals lacked confidence in CTV measurement, and a Jamloop survey of 120 marketers released July 9, 2026 found only 33 percent fully trusted platform-reported CTV performance. Against that backdrop, a sales-linked read on Home Screen exposure is the feature the announcement leans on most. No results from the combined offering have been published.

What the announcement leaves open

The announcement is short on mechanics. It does not state pricing, the deal types available, or which buying interfaces beyond Magnite can reach the inventory. It does not say whether brands outside consumer electronics can buy, since it refers both to "retail media advertisers" in the U.S. and to consumer electronics brands working with Best Buy Ads. It gives no detail on how Best Buy audiences are matched to LG households, what third-party accreditation, if any, applies to the measurement, or whether the offer extends outside the United States. Performance figures are absent too.

Several of those gaps matter for how the deal gets read. A retail media network selling television inventory it does not own depends on the terms set by the owner, and those terms are not public here.

Timeline

Summary

Who: LG Ad Solutions (incorporated as Alphonso Inc.) and Best Buy Ads, with Magnite as the transaction platform. Named executives are Serge Matta, President of Global Ad Sales at LG Ad Solutions, and Lisa Valentino, Chief Ads and Media Officer of Best Buy.

What: A partnership that makes premium inventory across the LG Electronics TV ecosystem, including the Home Screen and CTV Video, available to U.S. retail media advertisers through Best Buy Ads. Inventory is transacted programmatically through Magnite, and Best Buy's closed-loop measurement links exposure to sales. LG Ad Solutions says it is the first time its Home Screen inventory has been offered through a retail media network.

When: Announced October 7, 2026, and available to advertisers immediately.

Where: The United States (the announcement is dated New York), across LG smart TV placements bought via Best Buy Ads.

Why: According to LG Ad Solutions, brands want to extend retail media investments while keeping addressability and measurable outcomes, and the partnership opens premium television environments to retail media budgets. The deal also extends LG's Own the Outcome measurement framework, introduced at the 2026 IAB NewFronts, into retail media.