LG Ad Solutions Expands Global Partnership with Magnite for Growth

LG Ad Solutions and Magnite, leaders in connected TV (CTV) and programmatic advertising, have renewed their global partnership, which spans North America, APAC, and EMEA. Over the past two years, this collaboration has seen remarkable progress, with LG Ad Solutions’ programmatic spend on Magnite’s Streaming SSP achieving an impressive 103% growth.

Central to this partnership is the integration of Magnite’s SpringServe ad server into LG’s innovative webOS smart platform, offering advertisers a seamless way to deliver personalized ad experiences that resonate with viewers. This integration elevates LG’s webOS ecosystem, enabling advertisers to reach audiences globally through immersive and tailored ad formats. The partnership exemplifies a commitment to enhancing user engagement while maintaining high ad relevance.

Advertisers will also benefit from Magnite’s ClearLine self-service solution, providing direct access to premium video inventory with full transparency and control. Through this, advertisers can apply LG’s first-party data to the supply and utilize unique ad formats on the LG Home Screen, slated for availability in the first half of next year. This marks the first time such formats will be introduced to the programmatic ecosystem, unlocking exciting new opportunities for brands.

Kelly McMahon, SVP of Global Operations at LG Ad Solutions, expressed enthusiasm for this next phase, stating, “Our partnership with Magnite has been essential in delivering high-quality, seamless ad experiences to our viewers. With deeper integration of Magnite’s technology, we’re enhancing ad relevance and brand-audience connections.”

Echoing this sentiment, Mike Laband, SVP of Platform Revenue at Magnite, highlighted the success of the collaboration, saying, “The LG team has been incredibly supportive in testing new technologies and ideas. This partnership continues to push boundaries in ad-supported video advertising and delivers innovative solutions to the market.”

As LG Ad Solutions and Magnite advance their collaboration, they aim to create greater efficiencies for buyers, connect with high-quality demand sources, and redefine standards in programmatic advertising globally. The partnership exemplifies the power of innovation and cooperation in enhancing both the advertiser and viewer experience in the fast-evolving world of CTV advertising.

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