“Three or four years ago, who would have thought that the OEMs would be playing such an important role here?” Serge Matta, president of LG Ads, said in this interview with Beet.TV. “It is very rare that I go into a brand or an agency or advertiser and…educate them about CTV. They’ve been well educated. They’re very sophisticated buyers.”

Source: eMarketer Insider Intelligence

LG Electronics this year launched LG Ads as the consumer electronics giant rebranded its Alphonso adtech and analytics platform. Its global smart TV footprint consists of more than 120 million TVs worldwide, including 20 million in the United States.

LG Ads is building its sales team and developing its technology to support global growth, Matta said. The company this month introduced a smart TV operating system called River OS to support a more personalized viewing experience for consumers.

Cross-Platform Support

Matta said advertisers are seeking more information about CTV viewing habits, such as automated content recognition (ACR) data that indicate what appears on TV screens, including programming and ad creative.

“If there are campaigns that are cross-OEMs – among us and across others in the space — we are open to that measurement and making sure that it’s consistent,” Matta said. “If you don’t have the measurement in place, you can’t evolve as an industry and as a medium in terms of CTV.”

You are watching “Transformation: CTV and Data Are Changing the TV Advertising Marketplace,” a Beet.TV leadership series presented by LG Ads. For more videos, please visit this page.

Some estimates on the topic gloomily suggest the sky is falling over digital advertising. But that’s far from the truth – at least, if you advertise through a reputable publisher, says comScore CEO Serge Matta.

“There are a lot of good actors out there,” Matta tells Beet.TV. “Not everybody is bad. Premium publishers are trying to decrease the amount of fraud. It’s not as bad for those guys.

“We did a study. Seventy-nine percent of all campaigns have less than 5% non-human traffic traffic associated with it. Seven percent have more than 20% non-human traffic.”

ComScore’s study suggests, when you look under the surface, problems around ad “viewability” and ad “fraud” occur in a long tail of publisher or network not considered “premium”, whilst, in the majority of cases, instances are very low.

Separately, comScore is selling 15% to 20% of its business to ad holding group WPP, which, at the same time, is giving comScore parts of Kantar’s European audience measurement unit.