LG Ads Solutions and Viant Deepen CTV Partnership for Enhanced Addressability
The rapidly evolving landscape of Connected TV (CTV) advertising is seeing increased collaboration between key players,aiming to deliver more precise and effective campaigns. A recent expansion of the partnership between LG Ads Solutions and Viant technology underscores this trend, building upon their existing relationship within Viant’s Direct Access program, launched in 2023. This deepened integration focuses on bolstering addressability – the ability to target specific households – within the fragmented streaming ecosystem.
The Power of Unified Identity in CTV
At the heart of this collaboration is the support for Viant’s Household ID. This allows advertisers utilizing Viant’s demand-side platform (DSP) to activate targeted audiences across LG’s premium smart TV inventory with greater scale and accuracy. Consider the current CTV penetration in the US; Statista reports that over 83% of US households now have at least one connected TV device as of 2024. Reaching the right households within that vast audience is the challenge, and this partnership aims to solve it.”By supporting the Viant Household ID, we’re enabling advertisers to activate Viant-driven audiences across our premium smart TV inventory with greater scale and precision,” explains Kelly mcmahon, SVP Global Operations at LG Ads. “This enhances the value of LG’s unique first-party data – gathered directly from viewer interactions with LG smart TVs – and deepens interoperability with a leading identity framework, ultimately helping advertisers refine, analyze, and optimize their campaigns.”
Beyond Basic Targeting: Contextual Relevance and Frequency Control
The benefits extend beyond simply identifying households.The integration provides more granular precision through data matching, enabling large-scale addressable reach and highly targeted audience segments. Moreover, it introduces robust frequency control, preventing ad fatigue and maximizing campaign efficiency. Imagine a car manufacturer wanting to reach families interested in SUVs; this partnership allows them to target households that have recently researched vehicles online and are actively watching automotive-related content on their LG smart TVs.
A important addition to the offering comes through Viant’s acquisition of IRIS.TV. This provides advertisers with content-level contextual targeting,leveraging IRIS_ID – a standardized content classification system – to align creative messaging with relevant programming. Rather of simply targeting “sports fans,” advertisers can now target viewers watching a specific soccer match, increasing the likelihood of engagement. This is particularly crucial as consumers increasingly demand relevant advertising experiences.
“Combined with Viant’s content-level contextual targeting via IRIS.TV, advertisers also gain new ways to align creative with relevant content, driving higher engagement and performance on the biggest screen in the home,” McMahon adds.
Driving ROI Through Addressability and Transparency
Jon Schulz, Chief Marketing Officer at Viant, emphasizes the core objective: improved outcomes for advertisers. “Advertisers are continuously looking for secure first-party data activation, better transparency, and improved ROI. Partnerships like Viant-LG drive those outcomes for advertisers,” he states.
This pursuit of ROI is driving a wave of similar collaborations across the CTV space. For exmaple,the recent exclusive partnership between Amazon Ads and Roku,allowing advertisers to reach approximately 80 million US households through the Amazon DSP,demonstrates the industry’s focus on scale and unified access to audiences.
A Growing Ecosystem of Interoperability
LG Ads Solutions isn’t limiting its integrations to Viant. The platform also works with othre prominent DSPs, including The Trade Desk 2.0, Yahoo ConnectID, LiveRamp Ramp ID, and Google Display & Video 360 PAIR. This commitment to interoperability is vital for a healthy and competitive CTV advertising market, allowing advertisers to choose the tools and platforms that best suit their needs while benefiting from a more connected and addressable ecosystem. As CTV continues its trajectory as a dominant force in advertising, these types of strategic alliances will be essential for unlocking its full potential.