LG

One of the top OEM-based CTV ad platforms globally, competing directly with Samsung Ads and Roku for first-party smart TV data and premium inventory

LG Electronics is a global consumer electronics and home appliances conglomerate headquartered in Seoul, South Korea. Through its advertising technology division, LG Ad Solutions, the company has established itself as a significant player in the connected TV (CTV) and streaming advertising ecosystem. LG Ad Solutions leverages automatic content recognition (ACR) data collected from tens of millions of LG smart TVs globally to provide advertisers with unique audience insights, targeting capabilities, and cross-screen measurement solutions. LG Ad Solutions offers a suite of programmatic advertising products including display, video, and native ad formats delivered directly on LG's webOS smart TV platform. The division's proprietary first-party data asset — derived from opt-in ACR technology embedded in LG TVs — gives it a differentiated position compared to third-party data-dependent competitors. This data enables advertisers to reach cord-cutters, light TV viewers, and streaming audiences with precision targeting and closed-loop attribution. In the broader AdTech ecosystem, LG Ad Solutions competes with other TV OS and OEM-based ad platforms such as Samsung Ads, Vizio Ads (now part of Walmart Connect), and Roku. The company serves brand advertisers, agencies, and programmatic buyers seeking premium CTV inventory and deterministic household-level data. LG Ad Solutions has expanded its footprint through partnerships with major DSPs, data clean rooms, and measurement providers, positioning itself as a key infrastructure layer in the evolving CTV advertising landscape.