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{"id":75945,"date":"2021-09-27T08:00:44","date_gmt":"2021-09-27T12:00:44","guid":{"rendered":"https:\/\/www.beet.tv\/?p=75945"},"modified":"2021-09-26T19:22:01","modified_gmt":"2021-09-26T23:22:01","slug":"ctv-brings-addressable-advertising-at-scale-lg-ads-raghu-kodige","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/09\/ctv-brings-addressable-advertising-at-scale-lg-ads-raghu-kodige.html","title":{"rendered":"CTV Brings Addressable Advertising at Scale: LG Ads\u2019 Raghu Kodige"},"content":{"rendered":"

The growing number of households with a smart TV gives advertisers a way to customize their campaigns for different consumers during the same programming. LG Ads offers more personalized ad placements among 120 million households worldwide, including 20 million in the United States.<\/p>\n

\u201cI can say with confidence that we finally have this at scale,\u201d Raghu Kodige<\/a>, founder and chief executive of LG Ads, said in this interview with Beet.TV. \u201cThat\u2019s mainly because of the connected TV environment, where it is possible to place your ad on the big screen, but also make it addressable and targeted to individual households \u2013 and measure the outcome as well.\u201d<\/p>\n

\"\"<\/a><\/p>\n

Source:\u00a0eMarketer Insider Intelligence<\/a><\/em><\/p>\n

LG Electronics this year launched LG Ads as the consumer electronics giant\u00a0rebranded its Alphonso<\/a> adtech\u00a0and analytics platform. The company this month introduced\u00a0a smart TV operating system called River OS<\/a>\u00a0to support a more personalized viewing experience for consumers.<\/p>\n

Audience Data Consolidation<\/h3>\n

The market for audience data is consolidating as the major original equipment makers (OEMs) including LG Electronics reduce the distribution of automatic content recognition (ACR) information about what appears on TV screens. Brands now can get the reach they want on traditional linear TV and over-the-top (OTT) platforms by working with a smaller group of OEM ad networks like LG Ads.<\/p>\n

\u201cIt helps the market overall use the data better,\u201d Kodige said. \u201cEven for things like enforcing frequency across linear TV and OTT, if you\u2019re working with a few large players who have the scale, you can achieve that.\u201d<\/p>\n

You are watching \u201cTransformation: CTV and Data Are Changing the TV Advertising Marketplace,\u201d a Beet.TV leadership series presented by LG Ads. For more videos, please visit\u00a0this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The growing number of households with a smart TV gives advertisers a way to customize their campaigns for different consumers during the same programming. LG Ads offers more personalized ad placements among 120 million households worldwide, including 20 million in the United States. \u201cI can say with confidence that we finally have this at scale,\u201d […]<\/p>\n","protected":false},"author":24,"featured_media":75955,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8912],"tags":[6607],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75945"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75945"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75945\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75955"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75945"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75945"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75945"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}