Video ad platform SpotX has announced a partnership with LG to act as its primary supply-side platform (SSP) across the US, EMEA and Latin America.
The deal will also see SpotX provide LG with demand facilitation services to connect media buyers with the premium over-the-top video inventory available on LG smart TVs and will give buyers the ability to purchase that inventory programmatically through the SpotX platform or the demand-side platform (DSP) of their choice.
LG said that the partnership will elevate its advertising business as it readies for increased programmatic executions across its 120 million smart TVs activated globally.
Léon Siotis, President, EMEA at SpotX, said: “This global partnership signifies a growing trend of device manufacturers recognizing the power of owning the glass to not only manage content distribution and access but also aggregate unique audience data. LG is in the best position possible right now to make the leap and expand its advertising business with programmatic, and we’re excited to collaborate with the team in any way possible.”
Matt Durgin, LG Electronics USA’s Senior Director North America Smart TV Partnerships, said: “LG plays a major role in unlocking free news and entertainment programming options for our viewers. In 2020, we saw more than 300% growth in streaming hours on LG Channels. Through our collaboration with SpotX, we can provide media buyers with a new option to unlock these highly engaged audiences on our premium Smart TVs.”
The news comes days after SpotX parent company RTL Group agreed to sell the business to Magnite in a deal worth US$1.17 billion. Magnite said that it will integrate SpotX to create the “largest independent CTV and video advertising platform in the programmatic marketplace.”
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