LG Ad Solutions has partnered with Best Buy Ads to enable advertisers to purchase LG Home Screen and CTV inventory through Best Buy's retail media network. The integration utilizes Magnite for programmatic transactions and allows brands to leverage Best Buy's first-party shopper data for targeted television ad placements.
This collaboration signals a shift in how hardware manufacturers monetize their operating systems by integrating external retail media budgets directly into the TV interface. By combining Best Buy's purchase data with LG's premium inventory, the deal addresses the industry's demand for measurable sales outcomes rather than just reach. In the broader ecosystem, this move pressures other OEMs like Samsung and Vizio to form similar retail alliances to maintain ad-tier competitiveness. Watch for whether this partnership leads to a measurable shift in ad spend from traditional social media channels toward high-impact CTV home screen placements.
The integration follows a broader industry trend where marketers pivot to CTV to capture audiences moving away from linear television.
LG Ad Solutions has partnered with Best Buy Ads to allow marketers to purchase LG Home Screen and CTV inventory using Best Buy's first-party shopper data. Transacted via Magnite, this deal marks the first time LG has opened its premium home screen inventory to a third-party retail media network for measurable sales outcomes.
The partnership allows advertisers to target LG Electronics TV users using Best Buy Ads' first-party shopper audiences and closed-loop measurement on LG's home screen and CTV inventory.
Magnite serves as the programmatic infrastructure for managing and selling the available CTV and Home Screen ad space.
It marks the first time LG has opened its premium home screen inventory to a third-party retail media network, signaling a shift in how hardware manufacturers monetize operating systems by integrating external retail media budgets.
The deal enables brands to link campaign exposure directly to retail sales outcomes by utilizing Best Buy's purchase data.
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