Interviews, insight & analysis on digital media & marketing

SpotX strikes deal to deliver programmatic advertising to LG Smart TVs 

Video advertising platform SpotX has struck a global partnership with LG Electronics Inc. to serve as the device manufacturer’s primary supply-side platform (SSP) throughout the US, EMEA, and Latin America.

SpotX is also providing LG with demand facilitation services to connect media buyers with the premium over-the-top video inventory available on LG smart TVs and will give buyers the ability to purchase that inventory programmatically through the SpotX platform or the demand-side platform (DSP) of their choice.

With over 120 million LG smart TVs activated globally and streaming viewing continuing to grow, the partnership allows LG to elevate its advertising business as it readies for increased programmatic executions.

Léon Siotis, President, EMEA at SpotX, said: “This global partnership signifies a growing trend of device manufacturers recognizing the power of owning the glass to not only manage content distribution and access but also aggregate unique audience data. LG is in the best position possible right now to make the leap and expand its advertising business with programmatic, and we’re excited to collaborate with the team in any way possible.”

Matt Durgin, LG Electronics USA’s Senior Director North America, Smart TV Partnerships, commented: “LG plays a major role in unlocking free news and entertainment programming options for our viewers. In 2020, we saw more than 300% growth in streaming hours on LG Channels. Through our collaboration with SpotX, we can provide media buyers with a new option to unlock these highly engaged audiences on our premium Smart TVs.”

SSP Magnite announced earlier this week it acquired SpotX in a move a deal valued at $1bn to boost Magnite’s video and connected TV (CTV) business. The deal followed Magnite’s purchase of Telaria last year.CTV