Alphonso Renamed LG Ads, Launches Targeting Platform

Connected TV data and measurement company Alphonso has been renamed LG Ads, following the acquisition of a controlling stake in the business by multinational company LG Electronics. As part of the rebrand, LG Ads has launched a smart TV ad targeting platform.

The January acquisition saw LG Electronics buy an $80m stake in Alphonso, and the renamed business now brings together parent company LG's worldwide smart TV footprint of more than 120 million TVs, with TV ad technology and analytics from Alphonso's technology stack for cross-screen media and measurement.

LG Ads' new platform gives advertisers a single source of connected TV inventory from 20 million smart TVs in the US, combined with cross-screen targeting data from eight different smart TV and connected TV device brands. In addition to exclusive access to all LG CTV inventory worldwide, LG Ads offers tools to obtain insights on hard-to-reach audiences, and give marketers targeting capabilities for reaching custom audience segments on CTV and digital. The platform aims to help brands measure TV campaigns in flight and optimize them through closed-loop measurement and attribution.

Alphonso founder Ashish Chordia (pictured), who is now CEO of LG Ads, comments: 'LG Ads is the marriage of two major TV industry forces that creates a perfect opportunity for advertisers looking to reach LG's massive and highly affluent audience, while having a direct line of sight into how their customers are responding to their ads. As pioneers in TV-to-digital retargeting and video AI, we are now poised to take cross-screen advertising and campaign measurement to new levels, at a time when navigating the TV ecosystem is harder.'

Web site: www.lgads.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.