• by Karlene Lukovitz  @KLmarketdaily, June 20, 2023

Connected TV (CTV) and cross-screen ad-tech provider LG Ad Solutions has added Acxiom’s marketing data to its automated content recognition/ACR data to power CTV campaigns.

The integration of LG’s ACR viewership data and Acxiom’s broad cross-industry audience data allows for “highly accurate” matching across LG’s CTV footprint, enhancing privacy-adherent identification capabilities and expanding incremental reach and audience insights for brands, according to the companies.

The partnership will also help reduce activation time for large-scale campaigns to as little as 24 hours, and minimize waste, they said.

The collaboration sets a new industry standard for onboarding first- and third-party data with precision, said Conor Burgess, vice president, business development at Acxiom. “By significantly boosting match rates and enhancing speed and efficiency in CTV advertising, we can provide better advertising experiences without additional data delivery costs,” he added.