LG Ad Solutions Pitches Outcome-Based CTV Guarantees to Win Advertiser Trust
· 5h ago · Originally reported by AdExchanger
LG Ad Solutions' Serge Matta described offering a large QSR advertiser a deal where payment was tied only to incremental store visits, as measured by an independent third party. The anecdote illustrates a broader push in connected TV to move beyond proxy metrics and prove real business outcomes in order to close persistent trust gaps with advertisers.
Why it matters
CTV ad spending keeps rising, but advertisers remain skeptical about whether their dollars actually drive results. Outcome-based guarantees shift risk from the buyer to the seller and could set a new standard for how TV-quality inventory is sold.
Explain it like I’m new here
It's like a lawn-care company saying you only pay if your grass actually gets greener, with a neighbor checking the results, instead of just paying for the mowing.
Read the original at AdExchanger
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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