LG and Magnite Extend Partnership to Include Programmatic Buying on Home Screen
LG Ad Solutions and Magnite extend their partnership for three years to enable programmatic buying of ad inventory on the home screen of LG devices, with independent agency HL as the first buyer.
Magnite and LG Ad Solutions announced a three-year extension of their partnership, enabling ad inventory on the home screen of LG devices to be purchased programmatically, according to a statement issued by Magnite.
The statement noted that inventory on the main LG home screen will become available for programmatic buying via Magnite's "Seller Agent" tool, while the SpringServe ad server remains LG's exclusive video ad server for Connected TV.
The source indicated that independent agency HL will be the first buyer, activating inventory on behalf of the Northern California Toyota Dealers Association, timed to coincide with the fall football season.
The agreement demonstrates the Connected TV market's gradual transition from manual ad space buying to automated programmatic operations through supply-side tools.
What do these terms mean?
Connected TV (CTV): A television connected to the internet that displays content and streaming via the network.
Programmatic Buying: The use of software systems to purchase and manage ad space without manual intervention at every step.
Ad Server: A system that receives ad requests and serves them on screen at the appropriate time.
Ad Inventory: The space available to display advertisements on a specific platform or device.
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