dentsu Takes Addressability Offering to Next Level with LG Ad Solutions Partnership

dentsu today announced a new partnership with LG Ad Solutions providing the media agency network and its clients first-mover access to global inventory, audiences, and media intelligence across the LG media ecosystem. One year after LG Ad Solutions announced its innovative new approach to capturing Automatic Content Recognition (ACR) data across LG connected devices, the tech leader is partnering with dentsu to provide premier access.  

The partnership is multifaceted including: 

- Inventory: LG will offer dentsu and its clients premier media inventory access. 

- Audience Integration: LG’s growing audience base is now integrated into dentsu’s identity solution, M1, allowing dentsu clients to transact on LG audiences, reaching more consumers directly on their home devices. 

- Media Intelligence: The partnership makes dentsu the first agency network with access to global LG ACR data, now available to advertisers through direct integration into M1. The data is refreshed daily, covering LG ACR insights into media consumption patterns, and measurement and analytics for effectiveness. 

Bringing together this access to inventory, audiences and data, all within dentsu’s evolving identity platform, the media agency network can now activate directly and more efficiently on new addressable solutions targeting ads on LG TVs and connected devices to specific high-value audience segments, unlocking unprecedented opportunities for clients. 

“Partnerships like this one with LG Ad Solutions are integral to continuing to build the most connected end-to-end identity and addressability offering, and to helping our clients drive media efficiency by making the best people-based planning decisions,” said Keith Camoosa, chief addressability officer, dentsu Media US. “With LG, we can now activate directly against some of the best audiences our clients can reach based on real-time insights into what they are watching and where they are watching it, including specifics like what program, daypart, and in which app.”  

In addition to media consumption data, capabilities include measuring the percentage of users pausing on promo code mid-commercial, inserting ads before or after hyper-relevant scenes, conducting A/B tests, determining top genres and apps, targeting hard to reach audiences, targeting those who have previously been exposed to your own or a competitor's ad, and developing synergies between linear TV and CTV. 

"LG Ad Solutions’ partnership with dentsu is centered around our shared commitment to lead the industry through collaboration, providing safe and high-quality CTV inventory for advertisers and a better advertising experience for consumers,” said Serge Matta, head of commercial at LG Ad Solutions. “We are thrilled to strengthen our strategic partnership with dentsu and their clients. By seamlessly integrating premium inventory and proprietary data into dentsu’s platform, more advertisers can benefit from the unrivaled reach, targeting and performance of Connected TV."

This partnership further establishes dentsu’s identity offering as an end-to-end addressable advertising solution with competitive advantages in CTV and Video planning, activation, measurement and analytics.  

The news follows a recent integration of LiveRamp into M1, providing dentsu clients direct access to LiveRamp’s 500+ connections. The integration uniquely allows clients to move easily between even more ID spaces to connect and reach people that could not be reached before. 

Along with hundreds of other partner integrations, these continued enhancements of dentsu’s addressable solution offering solidify the media agency network as a leader in identity, providing clients with a holistic view of the customer journey across media formats.