Pioneering CTV-First Approach for Advertising for the Streaming Era
Viant Technology Inc., a leader in CTV and AI-powered programmatic advertising, announced a strategic integration with LG Ad Solutions designed to accelerate addressable advertising in the connected TV (CTV) ecosystem, introducing a new way of advertising designed for the industry-wide shift from linear TV to streaming.
Through this integration, LG’s premium smart TV inventory—spanning 45 million connected devices across the U.S.—is now fully addressable via the Viant DSP. Advertisers gain seamless access to high-performing campaigns on the most-watched screens in the home, backed by Viant’s leading identity infrastructure. LG Ad Solutions and Viant will jointly improve signal quality, data matching, and performance—empowering advertisers to engage streaming audiences with greater precision, scale, and transparency.
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“Identity is the backbone of effective advertising in a fragmented ecosystem,” said Kelly McMahon, SVP Global Operations, LG Ad Solutions. “By integrating the Viant Household ID into our platform, we’re empowering buyers to scale Viant-driven audiences across the LG Smart TV environment—unlocking greater precision, reach, and performance while keeping privacy at the core.”
A New Era of Addressable CTV Advertising
This integration is part of Viant’s Direct Access program, which strengthens connections between advertisers and the world’s leading CTV platforms. Together, LG Ad Solutions and Viant are expanding addressable capabilities in CTV while unlocking new benefits for advertisers:
- Precision Targeting with Data Match: Viant’s identity solutions enable large-scale addressable reach and precise audience targeting, frequency control, and attribution through a powerful data match.
- Direct-to-Glass Access to LG Smart TVs: Advertisers can now programmatically reach LG’s premium global CTV inventory via Viant’s DSP through targeted audience precision to drive impactful outcomes.
- Content-Level Contextual Targeting: With Viant’s acquisition of IRIS.TV, advertisers gain content-level contextual targeting on LG Ads to access standardized classification via IRIS_ID for greater relevance and transparency.
- Boosted Performance and ROI: This integration unifies premium CTV supply, identity resolution, and contextual intelligence to reduce waste, improve efficiency, and maximize campaign ROI.
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“This integration with LG Ad Solutions demonstrates how OEM data and identity-first technology can transform CTV advertising,” said Tom Wolfe, SVP of Business Development at Viant. “Together, we’re empowering advertisers to reach the right audiences, in the right context, with precision and scale that reflects the streaming era.”
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Source – Businesswire
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