LG Ad Solutions, a global leader in Connected TV (CTV) advertising, is taking aim at one of the industry’s persistent bottlenecks: data access. The company announced a strategic partnership with Databricks to deliver its Automated Content Recognition (ACR) data via Delta Sharing through the Databricks Marketplace in the U.S., making large-scale CTV datasets easier and faster to use.
Traditionally, sharing or analyzing large ACR datasets meant tedious manual transfers via FTPs or restricted systems—a slow, error-prone process that didn’t scale well. Now, brands, agencies, networks, and measurement partners can tap into LG’s global viewership data directly within Databricks’ privacy-first, enterprise-grade environment.
“Our goal has always been to meet clients where they are,” said Julian Zilberbrand, Global Head of Data Solutions at LG Ad Solutions. “Many of our partners already use Databricks as a central part of their data workflow. Now they can access LG’s ACR data directly, reducing friction and enabling faster adoption through a platform they already trust.”
The move positions LG Ad Solutions’ datasets for a range of advertising use cases:
- Audience Intelligence: Brands can enrich first-party data with premium ACR insights, understanding program viewership, brand ad exposure, and gaming activity on LG TVs.
- Measurement & Attribution: Advertisers can align datasets securely to validate incrementality and track campaign performance across screens.
- Global Scale with Governance: Databricks’ infrastructure allows access to one of the largest deterministic CTV datasets, with enterprise-grade security and compliance baked in.
“Databricks provides the infrastructure that allows us to securely and efficiently deliver the scale of LG’s global ACR data,” said Dave Rudnick, CTO of LG Ad Solutions. “By leveraging Databricks Marketplace, Delta Sharing, and open architecture, we make complex datasets easy to access and activate—helping partners move faster and make smarter, data-informed decisions.”
A sample of LG Ad Solutions’ ACR data is already available on the Databricks Marketplace. Full access to the global dataset requires a contractual agreement. Interested advertisers can reach out at datasales@lgads.tv to explore partnership options.
Implications for the Industry:
This collaboration comes as CTV advertising continues to grow, with brands increasingly seeking privacy-safe ways to combine first- and third-party datasets. By integrating directly into Databricks, LG Ad Solutions not only streamlines the workflow for advertisers but also sets a higher standard for data interoperability in the AdTech ecosystem. With competitors like Roku OneView and Xandr providing similar deterministic datasets, LG’s move could accelerate the shift toward more seamless, programmatic cross-screen campaigns.
