LG Ads Solutions is taking its automatic content recognition (ACR) data worldwide, rolling out this month ACR technology for millions of smart TVs across 27 countries.
The ACR data helps advertisers understand which TV ads have aired in a given household, and how often they’re displayed. LG Ads says ACR can increase or cap ad frequency for a household, inform brands which customers they aren’t reaching due to cord cutting and more.
The rollout, replacing LG Ads’ legacy technology, marks the company’s next phase of its global connected TV ad business, noted Raghu Kodige, CEO at LG Ads Solutions.
“It is a highly significant moment for brands across four continents, who increasingly need to reach cord-cutters and light-TV viewers who have migrated to OTT services, and to understand incremental reach over traditional linear TV services,” he said in a statement.
Kodige added companies can leverage LG Ads’ technology to “plan, activate, and measure CTV advertising using the industry’s best ACR data set to help guarantee campaign success.”
Because the ACR solution is getting global availability, it’s in compliance with all global and regional consumer data privacy regulations, according to LG Ads.
LG Ads has expanded its ACR usage over the course of this year. It inked a deal with Magnite in June, making Magnite LG Ads’ preferred ad server and supply-side platform.
And back in December, iSpot.tv struck an agreement with LG Ads to tap into ACR data from more than 20 million LG smart TVs.
Another benefit to ACR data is it enables more personalized ads, noted Chaitanya Upadhyay, LG Ads Solutions’ VP of product, at the StreamTV Advertising Summit. He referred to ACR data as “the new cookie.”
Other platforms are also leveraging ACR data, with Roku incorporating it into its dynamic linear ads product. Vizio in May unveiled an advertising analytics platform with Inscape ACR, which Vizio says grabs data from 20 million connected TVs.
Moreover, LG Ads is using its connected TV dataset to determine how viewers react to ads. The company’s recent survey found 69% of viewers think FAST ads were higher quality and more relevant than ads on linear TV.
This result falls in line with prior research from LG Ads and DeepIntent, indicating over half of viewers find ads on streaming apps more relevant than those on broadcast or cable.