LG Ad Solutions and Viant Partner to Advance Addressable Advertising Across CTV Landscape

Viant Technology Inc., a leading provider of programmatic advertising technology powered by AI, announced a strategic integration with LG Ad Solutions. This collaboration is set to drive the next generation of addressable advertising in connected TV (CTV), meeting the growing industry demand as audiences transition from linear to streaming platforms.

Through this partnership, LG’s premium smart TV inventory-covering over 45 million connected devices in the U.S.-is now fully accessible via the Viant Demand Side Platform (DSP). The integration enables advertisers to run high-performing campaigns on the most-viewed screens in households, backed by Viant’s robust identity infrastructure. By combining efforts, LG Ad Solutions and Viant aim to enhance signal quality, improve data matching, and elevate campaign performance-empowering brands to connect with streaming audiences with greater accuracy, scalability, and transparency.

“Identity is the backbone of effective advertising in a fragmented ecosystem,” said Kelly McMahon, SVP Global Operations, LG Ad Solutions. “By integrating the Viant Household ID into our platform, we’re empowering buyers to scale Viant-driven audiences across the LG Smart TV environment-unlocking greater precision, reach, and performance while keeping privacy at the core.”

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Driving a New Standard for CTV Targeting

The integration is part of Viant’s Direct Access program, which strengthens direct connections between advertisers and leading CTV platforms. The collaboration introduces a future-ready model for addressable advertising, unlocking a suite of powerful benefits for advertisers navigating the streaming-first era:

• Precision Targeting Through Advanced Identity Matching
  Viant’s industry-leading identity solutions deliver large-scale, addressable reach with precise audience targeting, frequency control, and real-time attribution.
• Programmatic Access to LG’s Premium CTV Inventory
  Advertisers can now engage audiences through Viant’s DSP with direct-to-glass access to LG Smart TVs—enabling deeper engagement on high-impact CTV screens.
• Contextual Relevance via Content-Level Targeting
  Following Viant’s acquisition of IRIS.TV, advertisers can now apply content-level contextual targeting to LG inventory using the IRIS_ID—enhancing ad relevance and transparency through standardized content classification.
• Enhanced Campaign Efficiency and ROI
  By integrating premium CTV supply with identity and contextual data, advertisers can reduce media waste, improve targeting efficiency, and maximize campaign performance.

“This integration with LG Ad Solutions demonstrates how OEM data and identity-first technology can transform CTV advertising,” said Tom Wolfe, SVP of Business Development at Viant. “Together, we’re empowering advertisers to reach the right audiences, in the right context, with precision and scale that reflects the streaming era.”

As the demand for addressable and performance-based advertising in CTV accelerates, this partnership positions Viant and LG Ad Solutions to deliver the tools and transparency needed for brands to thrive in a digital-first media landscape.