Magnite has inked a multiyear deal with LG Ads Solutions to use audience-level automatic content recognition (ACR) data from LG smart TVs for planning, activation, measurement and advanced analytics across its ad inventory.
The data will be available initially on the sell-side platform’s U.S. inventory, and expand to other countries starting next year.
ACR data is increasingly important in helping marketers analyze reach and frequency across platforms.
“Magnite’s vantage point as the largest independent CTV SSP make them the ideal choice for fueling our streaming and cross-screen ad business, which has already seen tremendous momentum in the past twelve months,” LG Ads Solutions CEO Raghu Kodige said in a statement.
Karlene, I agree that passive ACR is the solution to lead the future of cross-media audience measurement (to be used together with panels). ACR technology allows for accurate audio content advertising measurement, winnowing out data oversights, and solely taking in and identifying the fingerprinted content. Nevertheless, in such a fragmented advertising landscape, if wanting to take this a step further, a proven and effective way for advertisers to access the much-needed zero-party and first-party data -to track cross-platform efforts- is to rely on single-source deterministic data (by single-source, meaning from a smartphone). This allows for a more holistic understanding of how to optimize for the right channel and audience.