Viant Technology has announced a new partnership with LG Ad Solutions aimed at advancing addressable advertising within the connected TV (CTV) landscape.
The collaboration allows advertisers to access more than 45 million connected LG smart TV and smart screen devices through Viant’s demand-side platform (DSP), providing a streamlined way to reach audiences as the industry moves away from traditional linear television.
The agreement makes LG’s inventory fully addressable via Viant’s advertising tools, allowing brands to run campaigns on some of the most-viewed screens in American households. Viant’s identity infrastructure, which helps match ad impressions with households in a privacy-focused way, will serve as the foundation for this new offering. Together, Viant and LG Ad Solutions plan to improve data matching, signal quality, and overall campaign performance.
“Identity is the backbone of effective advertising in a fragmented ecosystem,” said Kelly McMahon, the Senior Vice President of Global Operations at LG Ad Solutions. “By integrating the Viant Household ID into our platform, we’re empowering buyers to scale Viant-driven audiences across the LG Smart TV environment, unlocking greater precision, reach, and performance while keeping privacy at the core.”
The move is part of Viant’s broader Direct Access program, which seeks to strengthen relationships between advertisers and major CTV platforms. The integration includes several enhancements aimed at improving advertiser capabilities and outcomes.
Advertisers using the platform will now be able to leverage Viant’s identity-based targeting tools to achieve better reach and control over audience frequency. The partnership also offers “direct-to-glass” access, enabling programmatic ad placements directly within LG’s global smart TV ecosystem.
In addition, Viant’s recent acquisition of contextual targeting firm IRIS.TV brings content-level insights into the mix. Advertisers can use IRIS\_ID, a standardized content classification system, to serve ads based on what viewers are watching, which adds relevance while maintaining transparency.
“This integration with LG Ad Solutions demonstrates how OEM data and identity-first technology can transform CTV advertising,” said Tom Wolfe, senior vice president of business development at Viant. “Together, we’re empowering advertisers to reach the right audiences, in the right context, with precision and scale that reflects the streaming era.”
