LG Ad Solutions and Best Buy Ads have partnered to enable retail media advertisers to purchase LG Home Screen and CTV video inventory programmatically. The integration utilizes Magnite for transactions and incorporates Best Buy's first-party shopper data and closed-loop measurement capabilities.
This move signals a shift in how CTV inventory is valued, moving beyond traditional brand awareness toward performance-based retail media metrics. By opening the LG Home Screen to Best Buy's first-party data, the partners are creating a high-intent advertising environment that competes directly with search and social for lower-funnel budgets. For the broader ecosystem, this validates the growing importance of retail media networks in the CTV space as hardware manufacturers seek to diversify revenue through high-margin data integrations. Watch for whether other OEMs like Samsung or Vizio form similar exclusive retail data pacts to prove ROAS for non-endemic advertisers.
LG Ad Solutions has partnered with Best Buy Ads to integrate retail media data into LG Home Screen and CTV inventory. By using Magnite for programmatic transactions, the collaboration allows brands to leverage Best Buy's first-party shopper insights, shifting CTV advertising from brand awareness toward measurable, performance-based retail sales outcomes.
The partnership enables advertisers to purchase LG Home Screen and CTV video inventory using Best Buy's first-party shopper insights to drive and measure retail sales outcomes.
Magnite serves as the programmatic exchange for transacting the premium LG TV inventory involved in this collaboration.
It signals a shift in CTV inventory valuation, moving from traditional brand awareness toward performance-based retail media metrics, allowing CTV to compete with search and social for lower-funnel budgets.
The 'Own the Outcome' framework is an initiative introduced by LG Ad Solutions at the 2026 NewFronts that this new partnership helps to extend.
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