Advanced Television

OMG integrates LG Smart TV data and media

April 7, 2022

LG Ads Solutions, the connected TV and cross-screen advertising arm of LG Electronics, has announced an agreement with Omnicom Media Group (OMG), the media services division of Omnicom Group, to bring LG smart TV and cross-screen ad inventory to Omnicom clients.

Under the terms of the agreement, LG Ads Solutions data will be integrated within Omni, Omnicom’s operating system. The integration will enable account teams across OMG to activate advanced targeting segments from Omni across more than 20+ million LG smart TV households in the US. The deal links LG Ads Solutions’ anonymised household-level data through a privacy-compliant process to Omni’s household graph. This match will allow OMG agencies to run TV campaigns across all addressable LG smart TVs in the US.

Additionally, all media available through LG Ads Solutions, including exclusive native ads, CTV video and cross-screen ads, will be accessible through Omni’s media inventory graph.

LG Ads Solutions Chief Executive Officer Raghu Kodige, said: “Omnicom’s vision for bringing more transparency and quality consumer experiences to CTV is directly in line with our initiatives for more open access to high-value smart TV data and for guaranteed outcomes for advertisers, where CTV media is only paid for when campaign objectives are met.”

“LG Ads Solutions brings one of the industry’s largest observed TV data sets to the Omni platform, as well as access to its premium CTV media inventory,” added Slavi Samardzija, CEO of Annalect, the data and analytics division of OMG that developed and manages Omni. “This partnership is a natural continuation of our efforts to transform the effects of data and analytics on media, while giving our clients access to the best view of both consumer behaviours and media inventory, paired with the highest level of precision.”

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