LG Ad Solutions today announced the renewal of a global partnership that keeps Magnite as its primary sell-side platform and Magnite’s SpringServe ad server for new activations.
With the partnership, advertisers can use Magnite’s ClearLine self-service tools to directly access and purchase premium video inventory with full transparency and control.
New Programmatic Ad Formats
ClearLine for the first time will let brands place programmatic ads on the LG Home Screen in the first half of 2025.
“Historically, we’ve only monetized what we call native home screen ad units through direct sales,” Kelly McMahon, senior vice president of global operations at LG Ad Solutions, said. “But as the industry’s changed, more buyers are leaning into programmatic.
“The home screen will continue to be a very curated experience,” McMahon added. “We’re confident Magnite will have the technology and tools to allow us to not only deliver that curated home screen experience and maintain the user experience, but also to be more flexible to our advertiser partners that want to buy this inventory programmatically.”
Magnite Streaming SSP for the Win
The LG Ad Solutions partnership with Magnite has proven to be a game changer, with LG reporting that in the past two years, its programmatic spend doubled on the Magnite Streaming SSP.
McMahon notes there are several key drivers: “The first one is SpringServe and the connectivity and flexibility that that platform offers, allowing us to connect to multiple buyers programmatically, including buyers that are using Magnite’s ClearLine technology,” she said. “The second is the ability to scale first-party data activations with our direct buyers. And then lastly is using service technology to onboard and distribute content through our FAST service LG Channels.”
