LG Ads Solutions has struck a multi-year agreement with omnichannel sell-side advertising platform Magnite, to give the latter access to its audience-level automated content recognition (ACR) data. Magnite will leverage ACR data from opted-in LG smart TVs in the U.S. across its inventory footprint in the country, with the agreement set to expand to other markets starting next year, according to the company.
Magnite believes the move will provide media buyers “unique access” to data, inventory, and analytics, and marks a “natural next step” on the path towards scaling ACR technology and unlocking greater possibilities for advertisers. The company stated that activation is DSP agnostic, giving buyers the flexibility to choose what demand-side platforms they wish to use.
Raghu Kodige, CEO of LG Ads Solutions, said: “Magnite’s vantage point as the largest independent CTV SSP make them the ideal choice for fueling our streaming and cross-screen ad business, which has already seen tremendous momentum in the past twelve months. As we continue to expand access to our audience data in order to support a healthy planning, activation and measurement ecosystem, Magnite helps us enable advertisers to better understand how and where their campaigns are working. We’re excited to be working with their team to bring more transparency and visibility to the industry.”
Sean Buckley, Chief Revenue Officer at Magnite, commented: “ACR data provides key targeting and measurement capabilities to the buy side. By providing secure access at scale to this valuable piece of the puzzle, we are enabling buyers to better plan, execute, and attribute their campaigns across both CTV and linear.”