LG Ads
LG Ad Solutions (Alphonso Inc.) operates a global Connected TV and cross-screen advertising platform built on proprietary ACR technology embedded in 49M US and 216M global LG Smart TVs, serving brand advertisers, agencies, and streaming services with targeted media, deterministic audience data, and measurable outcomes.
- Company typePrivate
- Founded2013
- HeadquartersMountain View, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What LG Ads does
LG Ad Solutions, incorporated as Alphonso Inc., is the advertising business unit of LG Electronics, operating as a global Connected TV (CTV) and cross-screen advertising platform built on proprietary Automatic Content Recognition (ACR) technology embedded in LG Smart TVs. The platform addresses brand advertisers, agencies, app developers, and streaming services with three integrated offerings: deterministic ACR-based data and audience targeting, premium media placements across LG Smart TV Home Screen, CTV video, and cross-device environments, and KPI-driven measurement covering incremental reach, frequency, share-of-voice, attribution, and brand lift. The underlying ACR technology captures viewership behavior across linear TV and OTT at the glass level across 49M US and 216M global addressable LG Smart TVs, providing a first-party data asset that competitors cannot replicate without equivalent hardware access.
LG Ad Solutions monetizes primarily through selling CTV and cross-screen advertising inventory, augmented by data and audience-targeting services and managed measurement/attribution solutions. Distribution occurs through direct enterprise field sales, programmatic channels including Amazon DSP, Magnite, and DeepIntent (its exclusive healthcare DSP in the US), and agency partnerships such as Omnicom Media Group. The company operates from a Mountain View, California headquarters with offices across the US, a London EMEA headquarters, an engineering center in Bangalore, and recent market entries into Brazil (September 2025) and Australia (July 2025). The product portfolio includes Agentiv, an AI-powered advertising technology platform launched in October 2025, LoopIQ (targeting and measurement with Affinity Solutions), Social Sync, LG Channels FAST inventory, River OS personalization, and Unified ID 2.0 support.
The business has scaled to 251–500 employees, holds a 10% share of the open programmatic CTV market as of Q4 2025 (ranked behind Roku, Amazon Fire TV, Apple TV, and Samsung), and was named to the 2025 Inc. 5000 list of America's fastest-growing private companies. In September 2025, Alphonso Inc. confidentially submitted a draft registration statement for a proposed public listing, signaling a potential IPO. The company faces a regulatory headwind from a May 2026 settlement with the Texas Attorney General requiring affirmative user consent before processing ACR data.
LG Ads firmographics
Firmographics- Name
- LG Ads
- Legal name
- Alphonso Inc.
- Website
- https://lgads.tv
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- LG Ad Solutions (Alphonso Inc.) operates a global Connected TV and cross-screen advertising platform built on proprietary ACR technology embedded in 49M US and 216M global LG Smart TVs, serving brand advertisers, agencies, and streaming services with targeted media, deterministic audience data, and measurable outcomes.
- Ownership category
- akta.pro rank
LG Ads industry classification
Industry- Product category
- Connected TV Advertising Technology
- NAICS
- Advertising Agencies (54181), Other Services Related to Advertising (541890), Media Buying Agencies (54183)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Connected TV (CTV) & OTT Performance Advertising (BPAFACAG)
- akta.pro secondary industries
- Set-Top Box (STB) & Smart TV ACR Data Analytics Providers (MPABAOAE), Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG), Programmatic Display & Video (DSP/RTB) (BPAFACAC)
Keywords
Where LG Ads is headquartered
LocationHeadquarters
- HQ city
- Mountain View
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
LG Ads business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Connected TV Advertising Inventory: LG Ad Solutions generates revenue primarily through selling CTV and cross-screen advertising inventory on LG Smart TVs, including Home Screen placements, CTV video ads, and programmatic access through DSP partners.
- Data and Audience Targeting Services: Revenue from providing deterministic ACR-based audience data and targeting capabilities to advertisers, including first-party data integration, measurement, and attribution services.
- Measurement and Attribution: KPI-driven measurement solutions proving advertising effectiveness including Incremental Reach, Frequency, SOV, Attribution and Brand Lift metrics.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
LG Ads product offering
Product offeringCore offering
LG Ad Solutions operates an AI-powered advertising platform that sells Connected TV (CTV) and cross-screen advertising inventory across LG Smart TVs. Its proprietary Automatic Content Recognition (ACR) technology captures deterministic viewership data from 49M US and 216M global LG Smart TVs to enable targeted ad delivery, premium Home Screen placements, and outcome-based measurement for advertisers and agencies.
Product overview
LG Ad Solutions (incorporated as Alphonso Inc.) is a global CTV and cross-screen advertising platform offering a unified portfolio of products built on proprietary ACR (Automatic Content Recognition) technology. The core platform provides deterministic viewership data across 49M US and 216M global addressable Smart TVs, with integrated modules for Home Screen Advertising, CTV Video, and Cross-Device targeting. Supporting products include Agentiv (AI-powered campaign optimization), LoopIQ (targeting and measurement with Affinity Solutions), Social Sync (social content display), and LG Channels (FAST streaming platform). The platform enables one-stop planning, activation, and measurement across connected TVs, digital video, and linear TV, with integrations into major programmatic, data, and analytics partners.
Differentiator
Problem solved
Functional benefit
Products and services
- LG Ad Solutions Platform AI-powered advertising platform for Connected TV and cross-screen advertising, providing deterministic data, actionable media, and measurable outcomes for brands, agencies, and app developers.
- Home Screen Advertising Premium ad placements on the LG Smart TV Home Screen with dynamic, immersive, 3D and interactive ad formats designed for advertisers seeking high-impact discovery moments on the largest screen in the home.
- CTV Video Advertising Immersive video ad formats designed to engage LG Smart TV streamers across LG Channels (FAST) and premium app partners.
- Cross-Device Advertising Targeted advertising that extends beyond the TV to mobile, tablet, and desktop devices, surrounding the connected LG household with brand messaging across screens.
- LG Smart TV Advertising Premium CTV ad inventory sold across LG Smart TVs, leveraging industry-leading hardware and software to deliver targeted advertising placements.
- Agentiv AI-powered advertising technology platform enabling automated campaign optimization and intelligent ad delivery across LG CTV inventory.
- LoopIQ CTV targeting and measurement product delivered in partnership with Affinity Solutions, enabling data-driven campaign optimization for advertisers.
- Social Sync Social storytelling capability powered by Spaceback that enables social media content and creative assets to be displayed on LG Smart TVs, turning social posts into CTV-ready ads.
- LG Channels Free Ad-Supported Streaming TV (FAST) channel platform on LG Smart TVs offering premium content and programmatic advertising capabilities for content partners and advertisers.
Quantifiable outcome
- 87% of UK CTV viewers believe content on TV is higher quality than social media
- +8 more outcomes
Companies that use LG Ads
Customer profileNamed customers16 records
Segments3 records
Ideal customer profiles4 records
LG Ads technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability10 records
Feature12 records
LG Ads partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- Viant TechnologycoreLG Ads is one of over 20 partners in Viant's enhanced Publisher Solutions launch, integrating with Viant's data assets including Household ID, IRIS ID, and TVision to improve signal fidelity and audience addressability for CTV advertising.
- Pinterest / tvScientificcoreLG ran campaigns using Pinterest's tvScientific platform for CTV advertising, achieving 73% increase in unique household reach and 24% lift in net new customers. This partnership enables Pinterest audiences to be accessed on CTV devices.
- Portrait Media GroupcorePortrait TV, a new streaming platform, is launching on LG Smart TVs featuring AI-powered audience intelligence with premium creator-led content including shows like The Shop.
- DatabrickscoreLG Ad Solutions partnered with Databricks to simplify data collaboration and AI insights in Connected TV. The partnership integrates ACR data with Databricks Marketplace for advanced analytics.
- ExperiancoreLG Ad Solutions partnered with Experian to enhance audience targeting capabilities, integrating Experian's data with LG's ACR-based audience segments.
- Amazon Publisher DirectcoreLG Ad Solutions extended programmatic buying opportunities on LG Channels via Amazon Publisher Direct, available on Amazon DSP for media buyers.
- MagnitecoreLG Ad Solutions enables data-driven planning, activation, measurement and advanced analytics for media buyers with Magnite SSP.
- DeepIntentcoreDeepIntent was selected as the exclusive healthcare DSP for LG Ad Solutions in the US market, enabling targeted healthcare advertising on LG CTV.
- Omnicom Media GroupcoreOmnicom Media Group integrated LG Smart TV data and media within its Omni platform for agency clients.
Scale indicators7 records
Recent moves9 records
Expansion highlights8 records
LG Ads competitors and assessment
Company assessmentDirect peers
- Roku: Roku operates the largest CTV advertising platform with ~32% share of open programmatic CTV, sells Home Screen and channel inventory on Roku devices, and offers its own first-party data and measurement — directly competing with LG Ad Solutions for CTV ad budgets.
- Samsung Ads: Samsung Ads monetizes Samsung Smart TVs with ACR-based viewership data and on-device ad inventory, making it the closest head-to-head competitor given similar hardware-rooted data and inventory advantages.
- Vizio Ads: Vizio's SmartCast platform sells CTV advertising and ACR-based audience data on Vizio smart TVs, directly comparable to LG Ad Solutions' model of monetizing OEM-installed Smart TV inventory.
Broad incumbents
- Freewheel (Comcast): FreeWheel provides ad management, SSP, and measurement for premium video across CTV and represents a broader incumbent competitor in the CTV ad-tech stack that LG Ad Solutions integrates with.
- The Trade Desk: The Trade Desk is the leading independent DSP for CTV buys and competes for the same advertiser dollars on the demand side, while also partnering with LG Ad Solutions for supply access.
- Amazon Advertising (Fire TV): Amazon's Fire TV CTV business holds ~16% share of open programmatic CTV and is accessible via Amazon DSP; Amazon also brings unmatched commerce data signals that compete with LG Ad Solutions' audience targeting capabilities.
Emerging players
- Innovid: Innovid provides ad serving, creative personalization, and measurement for CTV campaigns, overlapping with LG Ad Solutions' measurement and attribution capabilities.
- Magnite: Magnite is the largest independent CTV SSP and both a channel partner and an indirect competitor as it builds out its own data and measurement capabilities that overlap with LG Ad Solutions' programmatic stack.
- iSpot.tv: iSpot offers TV/CTV attribution and measurement using Smart TV viewership data, including from a 20M+ Smart TV dataset integrated with LG Ad Solutions — directly competitive in CTV measurement.
- Publica (FreeWheel): Publica provides CTV ad server and unified auction technology for broadcasters and OEMs, competing with LG Ad Solutions' server-side and SSAI/CSAI-adjacent capabilities on smart TV inventory.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
LG Ads social profiles
Digital presenceLG Ads financial estimates
Financial estimateRevenue estimate
Valuation estimate
LG Ads leadership team
Management profileNumber of profiles
Profiles22 records
LG Ads funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LG Ads M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LG Ads
What does LG Ads do?
LG Ad Solutions operates an AI-powered advertising platform that sells Connected TV (CTV) and cross-screen advertising inventory across LG Smart TVs. Its proprietary Automatic Content Recognition (ACR) technology captures deterministic viewership data from 49M US and 216M global LG Smart TVs to enable targeted ad delivery, premium Home Screen placements, and outcome-based measurement for advertisers and agencies.
Is LG Ads a public or private company?
LG Ads is a private company. It is classified as corporate owned and is currently operating.
When was LG Ads founded?
LG Ads was founded in 2013. It employs 251 to 500 people.
Where is LG Ads based?
LG Ads is headquartered in Mountain View, United States, in the North America region.
How does LG Ads make money?
Three revenue lines are on record. Connected TV Advertising Inventory is the primary driver. The others are data and Audience Targeting Services and measurement and Attribution.
Who are LG Ads's main competitors?
Direct peers on record are Roku, Samsung Ads and Vizio Ads. Broad incumbents are Freewheel (Comcast), The Trade Desk and Amazon Advertising (Fire TV). Emerging players are Innovid, Magnite, iSpot.tv and Publica (FreeWheel).
Does LG Ads have an API?
No public API is recorded for LG Ads.
What industry is LG Ads in?
LG Ads's product category is Connected TV Advertising Technology. Its primary akta.pro industry code is BPAFACAG, Connected TV (CTV) & OTT Performance Advertising, with a secondary code of MPABAOAE, Set-Top Box (STB) & Smart TV ACR Data Analytics Providers. Its NAICS code is 54181 and its SIC code is 7310.