In the US, LG Ad Solutions has launched Innovation Labs, a new division focused on developing technologies in CTV advertising and content personalization.
The lab will be led by CTO Dave Rudnick, where his team will work on hyper-customization, targeting, and personalized ad experiences. Leveraging LG’s data and partnerships, the goal is to look at how advertisers connect with audiences on CTV platforms. Rudnick has emphasized the importance of exploring new technologies in data-driven personalization to redefine how viewers interact with ads, and LG’s desire to lead innovation in CTV advertising.
LG has committed to spent over $770 million dollars to developing its TV software infrastructure. The market for CTV advertising is considerable and growing. Many advertisers are looking for digital advertising outlets that don’t rely on web and mobile access, CTV provides a channel which agencies understand, and seems to perform well.
