{"id":869810,"date":"2025-07-15T10:24:06","date_gmt":"2025-07-15T14:24:06","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/"},"modified":"2025-07-15T10:24:06","modified_gmt":"2025-07-15T14:24:06","slug":"lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/","title":{"rendered":"LG Ad Solutions Integrates with Viant to Advance Addressability in CTV"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>LG Ad Solutions Integrates with Viant to Advance Addressability in CTV<\/b><\/p>\n<p class=\"bwalignc\"><i>Pioneering CTV-First Approach for Advertising for the Streaming Era<\/i><\/p>\n<p>IRVINE, Calif.&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.viantinc.com%2F&amp;esheet=54290437&amp;newsitemid=20250715832169&amp;lan=en-US&amp;anchor=Viant+Technology+Inc.&amp;index=1&amp;md5=65cf106ab69eb37f493fb40e2e1adf71\">Viant Technology Inc.<\/a> (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced a strategic integration with <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Flgads.tv%2F&amp;esheet=54290437&amp;newsitemid=20250715832169&amp;lan=en-US&amp;anchor=LG+Ad+Solutions&amp;index=2&amp;md5=c6f46066463baa6df658c9f6f6802514\">LG Ad Solutions<\/a> 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.<\/p>\n<p id=\"news-body-cta\">This press release features multimedia. View the full release here: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20250715832169\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20250715832169\/en\/<\/a><\/p>\n<div id=\"bwbodyimg\" style=\"width: 480px;float:left;padding-left:0px;padding-right:20px;padding-top:0px;padding-bottom:0px\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20250715832169\/en\/2523162\/4\/Viant_x_LG_Solutions_-_Press_Release_-_1920x1080-2x.jpg\" alt=\"Together, LG Ad Solutions and Viant are expanding addressable capabilities in CTV while unlocking new benefits for advertisers.\" \/><\/p>\n<p style=\"font-size:85%\">Together, LG Ad Solutions and Viant are expanding addressable capabilities in CTV while unlocking new benefits for advertisers.<\/p>\n<\/div>\n<p>\nThrough this integration, LG\u2019s premium smart TV inventory\u2014spanning 45 million connected devices across the U.S.\u2014is 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\u2019s leading identity infrastructure. LG Ad Solutions and Viant will jointly improve signal quality, data matching, and performance\u2014empowering advertisers to engage streaming audiences with greater precision, scale, and transparency.<\/p>\n<p>\n\u201cIdentity is the backbone of effective advertising in a fragmented ecosystem,\u201d said Kelly McMahon, SVP Global Operations, LG Ad Solutions. \u201cBy integrating the Viant Household ID into our platform, we\u2019re empowering buyers to scale Viant-driven audiences across the LG Smart TV environment\u2014unlocking greater precision, reach, and performance while keeping privacy at the core.\u201d<\/p>\n<p><b><i>A New Era of Addressable CTV Advertising<\/i><\/b><\/p>\n<p>\nThis integration is part of Viant\u2019s <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.viantinc.com%2Fsolutions%2Fpublisher%2Fdirect-access%2F&amp;esheet=54290437&amp;newsitemid=20250715832169&amp;lan=en-US&amp;anchor=Direct+Access&amp;index=3&amp;md5=bccbabdb95619d77f3397776a369c73e\">Direct Access<\/a> program, which strengthens connections between advertisers and the world\u2019s leading CTV platforms. Together, LG Ad Solutions and Viant are expanding addressable capabilities in CTV while unlocking new benefits for advertisers:<\/p>\n<ul class=\"bwlistdisc\">\n<li><b>Precision Targeting with Data Match<\/b>: Viant\u2019s identity solutions enable large-scale addressable reach and precise audience targeting, frequency control, and attribution through a powerful data match.\n<\/li>\n<li><b>Direct-to-Glass Access to LG Smart TVs:<\/b> Advertisers can now programmatically reach LG\u2019s premium global CTV inventory via Viant\u2019s DSP through targeted audience precision to drive impactful outcomes.\n<\/li>\n<li><b>Content-Level Contextual Targeting<\/b>: With Viant\u2019s 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.\n<\/li>\n<li><b>Boosted Performance and ROI: <\/b>This integration unifies premium CTV supply, identity resolution, and contextual intelligence to reduce waste, improve efficiency, and maximize campaign ROI.\n<\/li>\n<\/ul>\n<p>\n\u201cThis integration with LG Ad Solutions demonstrates how OEM data and identity-first technology can transform CTV advertising,\u201d said Tom Wolfe, SVP of Business Development at Viant. \u201cTogether, we\u2019re empowering advertisers to reach the right audiences, in the right context, with precision and scale that reflects the streaming era.\u201d<\/p>\n<p><b>About Viant<\/b><\/p>\n<p>\nViant Technology Inc. (NASDAQ: DSP) is a leader in AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Viant\u2019s omnichannel platform built for CTV allows marketers to plan, execute and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best Demand-Side Platform by MarTech Breakthrough, Great Place to Work\u00ae certification and received the Business Intelligence Group\u2019s AI Excellence Award. Learn more at viantinc.com.<\/p>\n<p><b>About LG Ad Solutions<\/b><\/p>\n<p>\nLG Ad Solutions is a global leader in connected TV and cross-screen advertising, driven by our mission to create meaningful connections between brands and their audiences. With a vast network of award-winning LG Smart TVs worldwide, we offer advertisers and content creators unparalleled scale, reach, and personalized precision on the largest screen in the home.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20250715832169r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20250715832169\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20250715832169\/en\/<\/a><\/span><\/p>\n<p><b>Media Contact:<br \/>\n<\/b><br \/>Haley Mitchell<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:press@viantinc.com\">press@viantinc.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> United States North America California<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Hardware Online Consumer Electronics Technology Audio\/Video Marketing Advertising Communications Professional Services TV and Radio Artificial Intelligence Software Entertainment Digital Marketing Data Analytics Internet<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Photo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20250715832169\/en\/2523162\/3\/Viant_x_LG_Solutions_-_Press_Release_-_1920x1080-2x.jpg\" alt=\"Photo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\">Together, LG Ad Solutions and Viant are expanding addressable capabilities in CTV while unlocking new benefits for advertisers.<\/font><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20250715832169\/en\/2523161\/3\/Viant_Logo.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>LG Ad Solutions Integrates with Viant to Advance Addressability in CTV Pioneering CTV-First Approach for Advertising for the Streaming Era IRVINE, Calif.&#8211;(BUSINESS WIRE)&#8211;Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today 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. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20250715832169\/en\/ Together, LG Ad Solutions and Viant are expanding addressable capabilities in CTV while unlocking new benefits for advertisers. Through this integration, LG\u2019s premium smart TV inventory\u2014spanning 45 million connected devices across the U.S.\u2014is now fully addressable via the &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;LG Ad Solutions Integrates with Viant to Advance Addressability in CTV&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-869810","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>LG Ad Solutions Integrates with Viant to Advance Addressability in CTV - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LG Ad Solutions Integrates with Viant to Advance Addressability in CTV - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"LG Ad Solutions Integrates with Viant to Advance Addressability in CTV Pioneering CTV-First Approach for Advertising for the Streaming Era IRVINE, Calif.&#8211;(BUSINESS WIRE)&#8211;Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today 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. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20250715832169\/en\/ Together, LG Ad Solutions and Viant are expanding addressable capabilities in CTV while unlocking new benefits for advertisers. Through this integration, LG\u2019s premium smart TV inventory\u2014spanning 45 million connected devices across the U.S.\u2014is now fully addressable via the &hellip; Continue reading &quot;LG Ad Solutions Integrates with Viant to Advance Addressability in CTV&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-15T14:24:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mms.businesswire.com\/media\/20250715832169\/en\/2523162\/4\/Viant_x_LG_Solutions_-_Press_Release_-_1920x1080-2x.jpg\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"LG Ad Solutions Integrates with Viant to Advance Addressability in CTV\",\"datePublished\":\"2025-07-15T14:24:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\\\/\"},\"wordCount\":678,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mms.businesswire.com\\\/media\\\/20250715832169\\\/en\\\/2523162\\\/4\\\/Viant_x_LG_Solutions_-_Press_Release_-_1920x1080-2x.jpg\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\\\/\",\"name\":\"LG Ad Solutions Integrates with Viant to Advance Addressability in CTV - 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(NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today 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. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20250715832169\/en\/ Together, LG Ad Solutions and Viant are expanding addressable capabilities in CTV while unlocking new benefits for advertisers. Through this integration, LG\u2019s premium smart TV inventory\u2014spanning 45 million connected devices across the U.S.\u2014is now fully addressable via the &hellip; Continue reading \"LG Ad Solutions Integrates with Viant to Advance Addressability in CTV\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/","og_site_name":"Market Newsdesk","article_published_time":"2025-07-15T14:24:06+00:00","og_image":[{"url":"https:\/\/mms.businesswire.com\/media\/20250715832169\/en\/2523162\/4\/Viant_x_LG_Solutions_-_Press_Release_-_1920x1080-2x.jpg","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"LG Ad Solutions Integrates with Viant to Advance Addressability in CTV","datePublished":"2025-07-15T14:24:06+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/"},"wordCount":678,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/#primaryimage"},"thumbnailUrl":"https:\/\/mms.businesswire.com\/media\/20250715832169\/en\/2523162\/4\/Viant_x_LG_Solutions_-_Press_Release_-_1920x1080-2x.jpg","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/lg-ad-solutions-integrates-with-viant-to-advance-addressability-in-ctv\/","name":"LG Ad Solutions Integrates with Viant to Advance Addressability in CTV - 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