Digital Transformation Ad Spend Brand Safety

LG’s ad team brings automatic content recognition data to Magnite in new deal

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By Kendra Clark | Senior Reporter

June 21, 2022 | 5 min read

Per a new multi-year agreement between LG’s advertising arm and Magnite, the largest independent supply-side platform, advertisers and publishers will gain exclusive screen-level content data. Ultimately, the move could help reduce ad waste and maximize brands’ ad spend.

LG’s connected television (CTV) advertising branch LG Ads Solutions today announced a new multi-year partnership with omnichannel supply-side platform (SSP) Magnite to bring new measurement, analytics and activation capabilities to media owners and publishers.

Through the new deal, Magnite will be able to tap into LG Ads Solutions’ data – including audience-level automatic content recognition (ACR) data. ACR uses technology including digital fingerprinting to identify content that appears on a screen; device manufacturers – like LG – can then collect this information and share it with publishers, media owners and advertisers to help them optimize media planning, activation and measurement. As part of the partnership unveiled today, ACR data from the audience-level – gathered from LG smart devices in the US that have opted-in – will be integrated across Magnite’s US inventory.

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LG Ads Solutions has inked a new deal with Magnite / Adobe Stock

The integration aims to provide advertisers with deeper insights into the reach and frequency of their campaigns. LG Ads Solutions’ chief executive officer Raghu Kodige said in a statement that the deal with Magnite helps to “enable advertisers to better understand how and where their campaigns are working.” It’s likely to be a welcome deal from the CTV industry at large, which is still struggling with cohesive, cross-channel targeting and measurement in a fragmented ecosystem.

Plus, by providing rich ACR data directly from LG’s ecosystem of devices, the integration also has the potential to improve the efficiency of the CTV advertising pipeline and mitigate wasted ad spend and even invalid traffic and fraud.

“Our common goal is to drive much greater value and efficiency into the CTV media buying process,” Sean Buckley, chief revenue officer at Magnite, told The Drum. “Now with readily available audience segments created using LG Ads Solutions’ proven ACR data, granular CTV planning, activation and measurement becomes much more accessible to brands and agencies. We are solving an important pain point with this partnership by combining the industry’s best data, inventory and most advanced advertising technology at scale.”

The LG Ads Solutions team is confident in the new partnership too. “We couldn’t pick a better partner than Magnite to be our preferred ad server and SSP,” said Serge Matta, president at LG Ads Solutions. “They share our vision of simpler, more targeted and more valuable CTV transactions for brands. This partnership also continues our commitment to licensing our data to the right kinds of partners to contribute to a better and more data-driven media buying ecosystem.”

The program will roll out in the US market first, with plans to expand into other regions beginning next year. As it stands, LG Ads Solutions reaches 30m US households and 130m global households, giving the company one of the industry’s latest ACR datasets.

And major media organizations are already lauding the deal. “Omnicom Media Group has been working with both LG Ads and Magnite to enable greater transparency and more reliable targeting capabilities across the CTV marketplace,” said Megan Pagliuca, chief activation officer for Omnicom Media Group, in a statement. “We expect this partnership to enable us to combine the strength of [our] audiences with LG’s ACR data targeting and Magnite’s scale to improve verified audience delivery across our CTV targeted campaign.”

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