LG Ad Solutions and Best Buy Ads are expanding Retail Media opportunities across the LG Electronics TV ecosystem. The partnership connects premium TV inventory with Best Buy Ads audiences and measurement capabilities.
LG Ad Solutions, a global leader in connected TV and cross-screen advertising, announced the partnership with Best Buy Ads. The agreement gives U.S. retail media advertisers access to premium LG Electronics TV inventory.
The inventory comprises LG Home Screen and CTV Video. It is noteworthy that this represents the first time LG Home Screen inventory has become a part of a retail media network. In this regard, while retail media grows to include more than retailer-owned inventory, brands aim to achieve greater scale and measurability, and advertisers look for more audience addressability in premium environments.
Through the partnership, advertisers can activate Best Buy Ads audiences across the LG TV ecosystem. This approach connects retail media investments with television advertising more directly.
Retail Media Meets Premium CTV Inventory
Consumer electronics brands can now reach Best Buy’s first-party shopper audiences. They can engage these consumers through LG Home Screen and CTV Video inventory.
As a result, brands gain more opportunities to connect with consumers during discovery and purchase. The partnership also creates new ways to bring retail advertising budgets into premium CTV environments.
“The Home Screen has a distinct role at the point of discovery, before content begins. By bringing Best Buy Ads retail media demand to the Home Screen alongside CTV Video, we’re opening premium LG TV inventory to a different source of investment and connecting that investment to outcomes,” said Serge Matta, President of Global Ad Sales, LG Ad Solutions.
“Advertisers increasingly want the ability to connect retail media investments with premium media experiences and measurable sales results,” said Lisa Valentino, Chief Ads and Media Officer of Best Buy. “This partnership expands the ways brands can reach Best Buy shoppers, combining our first-party audience insights and closed-loop measurement capabilities with LG’s premium CTV inventory to create a more accountable and effective advertising solution.”
In addition, inventory transactions are managed programmatically by Magnite. On the other hand, Best Buy’s closed-loop measurement links ad exposure with purchase performance. The alliance further expands LG Ad Solutions’ Own the Outcome measurement model. LG has been using the measurement model since 2026 IAB NewFronts.
Moreover, the partnership will aid in the measurement and attribution process within the retail advertising ecosystem. Advertisers are provided with another mechanism for associating their media investments with tangible results. The partnership is an indication of the ongoing convergence between retail media and CTV advertising. It allows brands access to premium TV content via retail media buying channels.
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News Source: Businesswire.com
