Magnite, an independent sell-side advertising company, and LG Ad Solutions, a connected TV (CTV) and cross-screen advertising company, announced a renewal of their global relationship, spanning North America, APAC, and EMEA.
The partnership achieved substantial growth over the past two years which saw LG Ad Solutions’ programmatic spending grow 103% on the Magnite Streaming SSP.
LG Ad Solutions is leveraging Magnite’s SpringServe ad server to power several new activations, including its webOS all-in-one smart platform. This combination delivers an all-in-one smart platform enabling the delivery of highly tailored ad experiences that align with viewers’ preferences and improve the overall TV experience. This expanded capability within LG’s webOS ecosystem allows advertisers to reach audiences on a global scale through a highly immersive and seamless ad format.
Magnite and LG Ad Solutions are continuing their collaboration and connecting to high-quality demand sources to unlock efficiencies for buyers. Advertisers can now use Magnite’s ClearLine self-service solution to directly access and purchase premium video inventory with full transparency and control. Through ClearLine, they can apply LG’s proprietary first-party data to LG’s supply and will be able to utilize 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.
“Our partnership with Magnite has been essential in delivering high-quality, seamless ad experiences to our 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,” said Kelly McMahon, SVP of Global Operations at LG Ad Solutions.
“We’re excited to embark on the next phase of our relationship with LG Ad Solutions and build on the great success we’ve achieved to date. 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,” said Mike Laband, SVP of Platform Revenue at Magnite.
