CANNES — A busy 2022 just got more connected for ad sell-side platform (SSP) Magnite, as it announces a new partnership to use LG Ads Solutions’ TV-viewing data.

The TV maker’s automatic content recognition (ACR) data will now be used for planning activation, measurement and advanced analytics across its SSP software.

In this video interview with Beet.TV at Cannes Lions, Serge Matta, President, LG Ads Solutions, explains why he picked Magnite.

Partnering-up

“We’ve decided we want a partner,” Matta says. “We were already a partner of Magnite but we wanted to go in deeper with them, to be honest.

“We couldn’t have found a better partner than the folks at Magnite. We are combining our ACR data for the first time.”

The agreement means viewing data from opted-in LG TVs will be available for user across the US ad inventory to which Magnite has access. Other countries are coming in 2023.

That is significant because Magnite offers “the largest CTV SSP”, according to LG Ads Solutions.

Spring in LG’s step

For the moment, LG Ads’ segments will only be available to Magnite, Matta says.

It’s happening because LG Ads Solutions is consolidating its ad-serving stack around Springserve, the ad serving platform Magnite acquired in 2021.

“We are basically going in much, much deeper on Springserve and using the Magnite SSP,” Matta explains.

SpringServe Is Magnite’s Springboard For Improving CTV Ad Experience

Two sales forces

“We’re going to have our own sales force going after the agencies and the advertisers talking about this, but then also the Magnite sales force as well, both selling it, not only on a managed basis, but also programmatically,” Matta says.

Despite the consolidation on the SSP side, Matta says LG Ads Solutions remains “DSP-agnostic”.

Magnite was also recently picked to power programmatic ad sales enablement for DIRECTV linear TV.

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