In a move that underscores the industry-wide shift from linear to streaming, Viant Technology has inked a strategic partnership with LG Ad Solutions, unlocking addressable advertising across more than 45 million LG Smart TVs in the U.S. The integration pushes programmatic advertising deeper into the living room, offering brands sharper targeting, improved data fidelity, and context-rich placements—all accessible through the Viant DSP.
The announcement places Viant squarely in the race for dominance in connected TV (CTV), a space increasingly defined by who can deliver not just reach, but relevant, measurable, and privacy-compliant advertising at scale.
Precision Meets Premium Inventory
At the core of this integration is Viant’s Household ID, a privacy-conscious identity resolution framework that allows advertisers to stitch together audiences across devices and channels. By plugging it into LG’s native smart TV environment, Viant enables direct-to-glass access—bypassing layers of fragmentation that often plague cross-platform campaigns.
“This isn’t just about scale,” said Kelly McMahon, SVP of Global Operations at LG Ad Solutions. “It’s about activating premium inventory with meaningful identity infrastructure to deliver real business outcomes.”
The partnership enhances data match quality, which allows for frequency capping, attribution, and audience targeting—all key features for brands looking to maximize performance in a highly fragmented streaming landscape.
Context, Meet Conversion
Viant also brings another critical component to the table: content-level contextual targeting via its acquisition of IRIS.TV. This enables advertisers to target based on the actual content being watched, not just broad demographics—an edge that matters in a world where viewers shift between niche streaming titles and tentpole shows at will.
By matching IRIS_ID classifications to LG’s inventory, advertisers can run more relevant, transparent campaigns, reducing ad waste while improving viewer experience.
The Bigger Picture: Identity Is Everything
As third-party cookies crumble and privacy regulations tighten, identity-first programmatic strategies are rapidly becoming table stakes. This integration bolsters Viant’s Direct Access initiative, aimed at deepening relationships with OEMs and CTV platforms to future-proof ad targeting and measurement.
Tom Wolfe, SVP of Business Development at Viant, summed it up: “We’re in a new era of streaming, and advertisers need tools that match the moment. This partnership shows how OEM data and identity resolution can deliver next-level results.”
What It Means for Advertisers
For media buyers, the implications are clear: enhanced targeting precision, better ROI, and the ability to activate high-value audiences at the glass level. It also signals a continued blurring of the lines between tech stack and content platforms—where the right data, connected to the right screen, is increasingly the new premium.
