Independent sell-side advertising company Magnite and LG Ad Solutions, which focuses on connected TV (CTV) and cross-screen advertising, have renewed their global relationship, spanning APAC, North America, and EMEA.
LG Ad Solutions is leveraging Magnite’s SpringServe ad server to power several new activations, including its webOS all-in-one smart platform. This enables the delivery of highly tailored ad experiences that align with viewers' preferences.
Advertisers can now use Magnite’s ClearLine self-service solution to directly access and purchase premium video inventory.
Through ClearLine, they can apply LG’s proprietary first-party data to LG’s supply and will be able to utilise unique ad formats on the LG Home Screen in the first half of next year—marking the first time these formats are available in the programmatic ecosystem.
The partnership achieved substantial growth over the past two years, which saw LG Ad Solutions’ programmatic spend grow 103% on the Magnite Streaming SSP.
LG Ad Solutions SVP of global operations, Kelly McMahon, said the partnership with Magnite has been essential in delivering high-quality, seamless ad experiences to viewers, and this next phase brings even more potential.
"With the deeper integration of Magnite’s ad-serving technology across our CTV footprint, we’re enhancing ad relevance even further and enriching the connection between brands and their audiences," she said.
Magnite's SVP of platform revenue, Mike Laband, said 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.
"We look forward to continuing to grow the partnership globally and raising the bar for ad-supported video advertising," he said.
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