LG Ad Solutions and Taboola Join Forces to Bring TV-Driven Performance to the Open Web

In a move that could reshape how advertisers think about Connected TV (CTV) and digital advertising, LG Ad Solutions and Taboola have announced a strategic partnership to launch a new product called “Performance Enhancer.” The solution is designed to bridge the gap between premium TV exposure and measurable digital outcomes – effectively linking what viewers see on their TVs to conversions and engagement on the open web.

What’s the Deal?

Under the partnership:

• Performance Enhancer leverages LG Ad Solutions’ first-party ACR (automatic content recognition) audience data — which identifies viewership on LG Smart TVs.
• That data gets combined with Taboola’s performance advertising stack (its Realize platform) and its wide digital publisher network.
• Advertisers who run CTV campaigns through LG can extend reach beyond the TV screen — placing ads on thousands of publisher websites via Taboola, targeting audiences modeled as lookalikes of TV viewers, and optimize toward conversion-oriented outcomes.
• Critically, the solution enables measurable attribution: site visits, engagement, and even down-funnel conversions from the open-web portion can be traced back to the original CTV exposure.

In short – CTV is no longer just about reach or brand awareness: it becomes part of a performance-driven, measurable media mix.

Why This Matters – Especially for B2B Marketing & Advertising

This partnership signals a potentially pivotal shift for advertisers, agencies, and businesses — including those in B2B — because it addresses one of the biggest limitations of CTV: measurement and attribution.

CTV Becomes a Performance Channel, Not Just Brand Awareness

Traditionally, CTV and Smart-TV advertising have been treated as brand-oriented channels — excellent for awareness, reach, and top-of-funnel objectives, but weak on measurable ROI or direct conversions. With Performance Enhancer, CTV can now be part of a full-funnel strategy: efficient for acquisition, retargeting, and conversion-based campaigns — which many B2B firms rely on for demand generation.

Businesses, like B2B firms selling enterprise software or SaaS, can use CTV. They can boost visibility at the top of the funnel. Then, they can track real digital conversions. This approach mixes brand-building with performance marketing.

Also Read: PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance

Unified Media Planning & Reduced Channel Silos

The integration helps unify media – from CTV to open-web display/ native — under a single attribution and optimization funnel. For B2B advertisers who often run multi-channel campaigns (search, display, content, social, email), this reduces complexity: TV-driven reach + open-web conversion + lookalike targeting = one consolidated workflow.

This can result in more coherent media planning, smarter budget allocation, and better cross-channel optimization.

Better Attribution and ROI Visibility — Justifying Media Spend

Many marketers hesitate to invest in TV due to attribution challenges. But Performance Enhancer allows advertisers to link conversions to CTV exposure. This offers transparency and accountability.

For B2B firms, media spending must match leads, pipeline, or revenue. This transparency justifies CTV budgets. It makes CTV a vital part of performance marketing, not just a branding expense.

Audience Expansion & Lookalike Targeting for Niche Segments

By using LG’s first-party CTV data and Taboola’s lookalike modeling capabilities, advertisers can reach not just direct TV viewers but also similar audiences across the open web, increasing reach and the likelihood of conversion.

In B2B marketing — where target audiences might be specific job roles, industries or company types — this ability to broaden reach with lookalikes can help tap into adjacent or underserved segments more efficiently.

Lowering Entry Barriers & Making CTV More Accessible

By combining CTV reach with the open web’s scale, and offering cross-platform measurement, this partnership could lower the barrier for smaller agencies or mid-sized companies to use CTV as part of their advertising strategy — something previously limited to big brands because of cost and complexity.

This democratization may cause broader adoption of CTV across market segments — increasing demand, competitiveness, and innovation.

Considerations & Challenges Ahead

This opportunity comes with caveats and strategic considerations:

• Attribution Accuracy & Data Quality: The model needs strong matching data between CTV exposure and open-web conversions to work effectively. Any mismatch or weak tracking can hurt performance claims.
• Creative & Message Consistency: Ads made for TV won’t always work well on the open web. Marketers need strong creative strategies. This helps keep brand messaging consistent across various screens and formats.
• Budget Allocation & ROI Goals: Businesses should plan with precision. CTV and open web should fit into a restructured media mix, not just add to current budgets. Clear KPIs are essential.
• Audience Targeting for B2B Contexts: Lookalike modeling is helpful. However, B2B audiences can be quite specific. Advertisers must fine-tune targeting to ensure relevance and reduce waste.
• Privacy and Data-Matching Ethics: Using first-party ACR data and cross-platform tracking can raise privacy and compliance issues. This is especially true in regions with strict data laws.

What This Means for the Industry — and What to Watch

• CTV & Digital Convergence Grows: Partnerships blend traditional media with digital ads. Look for more ad-tech collaborations that unify reach and performance across screens.
• Rise of Programmatic + Cross-Channel Attribution Solutions: Marketers want accountability. Solutions that connect offline and digital exposure to conversions will gain greater importance.
• Shift in Agency and Media-Buying Models: Agencies need to evolve. They should offer cross-screen, cross-channel campaigns, not creative or media buying.
• Broader Adoption of CTV by B2B Marketers: CTV is becoming measurable and performance-driven. More B2B firms will try it out. This is true for those focusing on professionals through business-oriented CTV/OTT content.
• Increased Competition & Innovation in Premium Inventory: As demand grows, premium inventory like Smart TV apps and leading OTT publishers will become more valuable. Expect competitive pricing, stricter inventory curation, and new ad formats or user experiences.

Conclusion

The new “Performance Enhancer” partnership between LG Ad Solutions and Taboola represents a step change in how advertisers can leverage CTV and digital together. By connecting the unparalleled reach of CTV with measurable performance outcomes on the open web, the collaboration turns what used to be a top-of-funnel branding channel into a fully accountable, media-mix-ready marketing lever.

For B2B marketers, agencies, and brands – this could open up a powerful new channel for demand generation, lead acquisition, and scalable reach, while preserving measurement, targeting, and ROI accountability. As media becomes more integrated, audiences more fragmented, and performance more demanded, early adopters of this converged CTV-to-web model could gain a meaningful edge.