By Luís Daniel Rijo in Video News — Jan 11, 2021

LG to acquire more than 50 percent of Alphonso, to enter in the Connected TV ad market

LG, the South Korean company, is investing nearly USD 80 million in TV data and measurement business to create an owned and operated first-screen, cross-device advertising platform.

LG Electronics (LG) last week announced that it will become Alphonso’s largest investor with a controlling stake of more than 50 percent.

LG plans to utilize Alphonso software and services – including Alphonso’s data analytics, media planning and activation, and Video AI capabilities – with its broad range of home entertainment products.

Alphonso is a TV data and measurement company. LG says Alphonso is the market leader in providing brands and agencies with real-time TV ad campaign measurement, closed-loop attribution for TV ads, and TV audience extension across digital devices.

LG says Alphonso’s combined offerings will enrich consumer services including content recommendations and LG’s own streaming service, LG Channels, to create a owned and operated first-screen, cross-device advertising platform with integrated analytics platform for LG TVs and the smart TV marketplace as a whole.

Samsung launched a DSP last year. Roku bought dataxu in 2019, and Comcast’s FreeWheel acquired Beeswax last year.

“Our investment in Alphonso is a key component of our digital transformation strategy focusing on AI, big data and cloud to fundamentally change how consumers interact with their devices,” said Park Hyoung-sei, president of the LG Home Entertainment Company. “With Alphonso’s TV data analysis capabilities, LG will be able to better fulfill consumers’ needs by providing even more customized services and content to consumers. We are proud to welcome Alphonso to the LG family.”

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