LG Ad Solutions and Magnite expand partnership to automate CTV home screen ad buying
· 6h ago · Originally reported by marketech apac
LG Ad Solutions and Magnite are expanding their partnership to automate the buying of ads on LG smart TV home screens. The move aims to make home screen inventory available programmatically through Magnite's sell-side platform. No further details were provided in the announcement.
Why it matters
Home screen placements on smart TVs are premium ad real estate, and automating their sale through programmatic channels could expand access for advertisers and increase competition for CTV inventory.
Explain it like I’m new here
It's like the big billboard on a TV's front menu going from being sold by handshakes to being auctioned automatically online.
Read the original at marketech apac
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.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
SSP (supply-side platform)
An SSP (supply-side platform) is software that publishers use to sell their ad inventory automatically to many buyers, running auctions and managing prices, deals and quality controls.
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