LG Ad Solutions Launches Innovation Labs to Transform CTV Advertising and User Experience

LG Ad Solutions has unveiled its latest venture, Innovation Labs, aimed at transforming the world of connected TV (CTV) advertising and enhancing user experiences. Led by Chief Technology Officer Dave Rudnick, the new division will focus on creating cutting-edge technologies that bring innovation to CTV advertising, with a special focus on content personalization and hyper-customization for viewers.

Rudnick explained that Innovation Labs will explore advanced ways for advertisers and content creators to better connect with audiences on CTV platforms. By leveraging LG’s expansive data resources and partnerships, the team will focus on developing new methods to offer a more personalized and engaging experience for viewers. This will include using techniques like hyper-customization, where ads and content are tailored to individual preferences, ensuring that viewers see more relevant material that resonates with their interests.

“At LG Ad Solutions, we’re dedicated to pushing the boundaries of data-driven personalization to deliver user experiences that feel truly customized,” Rudnick shared. “We’ve got so many new tools at our disposal—from planning and scheduling to audience segmentation and content delivery—that we saw the need to create Innovation Labs. It’s a place where we can test new strategies, work alongside companies and startups, and experiment with cutting-edge technologies before integrating them into our operations. Our goal is to shape the future of CTV advertising while ensuring viewers have an experience that’s seamless and enjoyable.”

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The team at Innovation Labs will be experimenting with interactive ad formats, enhanced analytics, and more precise targeting, allowing advertisers to deliver more effective messages to their audiences. The focus will also be on using data to personalize content based on viewer behavior, helping to keep audiences engaged and satisfied with what they’re watching.

Rudnick emphasized the growing importance of CTV, pointing out that over 93% of people can now be reached through these platforms, with a significant shift toward ad-supported viewing models. “There’s never been a better time to explore what’s possible in CTV environments, and we’re going to be at the forefront of that exploration. Innovation Labs represents a major step forward for LG Ad Solutions as we continue to lead in this rapidly evolving landscape, delivering the next generation of advertising and user experiences.”