- Viant Technology Inc. (DSP, Financial) partners with LG Ad Solutions to enhance addressability in Connected TV (CTV).
- Integration targets 45 million LG smart TV devices across the U.S. for improved audience reach.
- Collaboration aims to maximize campaign ROI with precision targeting and contextual intelligence.
Viant Technology Inc. (DSP), recognized for its prowess in AI-powered programmatic advertising, has announced a strategic integration with LG Ad Solutions. This collaboration aims to enhance addressable advertising capabilities within the Connected TV (CTV) ecosystem, in line with the industry's transition from traditional linear TV to streaming platforms.
The integration enables advertisers to access LG's premium smart TV inventory—consisting of 45 million connected devices across the U.S.—through Viant’s Demand-Side Platform (DSP, Financial). This partnership allows for seamless execution of high-performing campaigns on the widely watched home screens, supported by Viant's sophisticated identity infrastructure.
With a focus on data precision and privacy, the integration incorporates the Viant Household ID into LG's platform, allowing for scalable audience reach and precise targeting. Advertisers benefit from direct access to LG Smart TVs, enabling targeted precision to drive impactful results.
This collaboration also provides advertisers with content-level contextual targeting, thanks to Viant’s acquisition of IRIS.TV, enhancing relevance and transparency.
Tom Wolfe, SVP of Business Development at Viant, emphasized the transformation brought by OEM data and identity-centric technology, empowering advertisers to target the right audiences efficiently.
