Alphonso rebrands as LG Ads

Ad measurement business Alphonso is rebranding as LG Ads, following the TV maker’s US$80 million purchase of 60% of the company in January.

Called a ‘transformation’ by the South Korean company, LG Ads will be an exclusive provider of LG CTV ad inventory and TV data across CTV, linear TV and digital.

The company said that the LG Ads platform gives advertisers a single source of premium connected TV inventory from 20 million smart TVs in the U.S., combined with cross-screen targeting data from eight different smart TV and connected TV device brands, with ‘hundreds of brands’ already using this targeting data.

LG Ads also offers media planners with tools to find holes in their linear TV buys and get insights on hard-ro-reach audiences. 

Ashish Chordia, chief executive officer of LG Ads, said, “LG Ads is the marriage of two major TV industry forces that creates a perfect opportunity for advertisers looking to reach LG’s massive and highly affluent audience, while having a direct line of sight into how their customers are responding to their ads. 

“As pioneers in TV-to-digital retargeting and Video AI, we are now poised to take cross-screen advertising and campaign measurement to new levels, at a time when navigating the TV ecosystem is harder. We help marketers plan for both reach and outcomes – it doesn’t have to be one or the other.”