LG Ad Solutions and Experian have formed a strategic partnership to boost audience-targeting and measurement capabilities in the UK.
Under the agreement, users of LG Ad Solutions’ platform will be able to directly access audience targeting and insights from Experian’s ConsumerView data.
ConsumerView offers demographic, behavioural and lifestyle insights.
The partnership intends to enable advertisers in the UK to leverage both known and modelled data to gain actionable insights into target audiences, identify and understand existing customers and discover prospects.
“Brands need more than reach — they need relevance”, said Ed Wale (pictured), vice-president, international, at LG Ad Solutions.
He explained: “Our partnership with Experian allows advertisers to go beyond basic demographics, leveraging rich consumer insights to build deeper connections with the audiences that matter most.”
Meanwhile, LG Ad Solutions has also been focusing on promoting the home screen as an advertising opportunity for brands beyond media and entertainment. Its home-screen ads can be targeted based on demographics, behaviour or other signals, Wale told The Media Leader recently.
Earlier this year, Ryan Afshar, LG Ad Solutions’ vice-president, publishers and platforms, international, spoke to The Media Leader about the “transformative” journey of connected TV (CTV).
“We’ve seen publishers really embrace the power that CTV can do for them in terms of new revenue streams, distribution deals — and that presents opportunities for advertisers,” he said.
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