Best Buy is partnering with LG Ad Solutions to integrate its first-party retail shopper data with LG's connected TV inventory, using Magnite's programmatic technology. The collaboration allows advertisers to target audiences on LG home screens and measure campaign performance against actual retail sales outcomes.
This collaboration shifts retail media from onsite display and search into the upper-funnel environment of the television home screen. By connecting first-party purchase intelligence with premium video inventory, the companies are addressing the historical difficulty of measuring television's direct impact on commercial sales. For the broader ecosystem, this move forces a convergence between traditional digital programmatic buying and retail-specific data sets, making CTV a more accountable performance channel for consumer electronics brands. Watch for whether this attribution model successfully demonstrates a measurable sales lift, which would likely trigger similar data-sharing agreements between other big-box retailers and smart TV manufacturers.
LG Ad Solutions has been building its retail media capabilities ahead of this Best Buy partnership. At the 2026 IAB NewFronts, LG Ad Solutions introduced its Own the Outcome measurement framework, which is designed to strengthen attribution and closed-loop measurement in retail media environments. The Best Buy Ads deal marks the first time LG's Home Screen inventory has been made available through a third-party retail media network, giving consumer electronics brands a path to activate Best Buy's first-party shopper audiences across LG's television ecosystem.
Magnite's role in this partnership reflects a broader pattern of the company connecting retail media demand with CTV inventory. Magnite is also powering a Walmart Connect arrangement that links retailer audiences and sales measurement with television advertising, placing its programmatic transaction technology behind two major retail media-to-CTV integrations within the same week. This positions Magnite as a key infrastructure layer for retailers seeking to extend their advertising businesses beyond onsite properties into television.
The Best Buy and LG Ad Solutions collaboration arrives as retail media networks increasingly push beyond their own digital properties. LG Ad Solutions and Best Buy Ads said the offering is available to advertisers immediately, with Serge Matta, president of global ad sales at LG Ad Solutions, emphasizing that the Home Screen occupies a distinct position at the point of content discovery before streaming begins. Lisa Valentino, Best Buy's chief ads and media officer, noted that advertisers want to connect retail media investments with premium media experiences and measurable sales results, a demand this partnership is structured to address.
Best Buy and LG Ad Solutions have launched a partnership integrating first-party retail shopper data with LG's connected TV home screen inventory. Powered by Magnite's programmatic infrastructure, this collaboration allows brands to link television ad exposure directly to Best Buy purchase data, making CTV a more accountable performance channel for advertisers.
The partnership integrates Best Buy's first-party retail shopper data with LG's connected TV home screen inventory, allowing advertisers to target audiences and measure campaign performance against verified retail sales.
Magnite provides the programmatic infrastructure that connects Best Buy's advertiser demand with LG's television inventory, facilitating the transaction between the retailer and the smart TV manufacturer.
The 'Own the Outcome' framework is an LG Ad Solutions measurement tool that allows brands to link television ad exposure directly to Best Buy purchase data to strengthen attribution.
The ads are displayed on the LG television home screen, which allows brands to reach consumers during the content discovery phase before they select a specific streaming service.
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