LG Ad Solutions unveils new CTV measurement framework and ad products

LG Ad Solutions announced a new connected TV measurement framework and a suite of advertising and content updates during its 2026 IAB NewFronts presentation.

The framework, called Own the Outcome, was designed to provide advertisers with clearer benchmarks for evaluating CTV performance across brand impact, post-exposure actions and on-screen conversions, the company said.

The company also introduced a new seamless home screen ad experience that integrates full-frame video into the LG TV interface at startup. The format is expected to roll out globally later this year.

LG Ad Solutions said it has made its home screen inventory programmatically accessible worldwide through Programmatic Guaranteed and private marketplace deals, expanding automation for premium ad placements.

Additional product updates included Live TV Tune-In Preview, a feature that allows viewers to sample live programming from the home screen before tuning in, and new creative automation tools through an expanded partnership with Magnite.

The company also launched Anoki ContextIQ for Live News, a contextual targeting solution aimed at identifying brand-safe ad opportunities in live news environments using real-time signals.

LG Ad Solutions outlined several content initiatives, including the debut of the LG Sports Playbook app, which will feature interactive sports content and launch alongside the 2026 FIFA World Cup.

The company highlighted an expanded sports lineup across LG Channels, including new and existing FAST channels and additional Formula 1 programming, as well as original and creator-led content partnerships with Cineverse, Simple Alien and Jubilee Media.

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LG Ad Solutions also announced a partnership with Portrait Media Group to launch Portrait TV, a streaming destination targeting younger audiences with a mix of video-on-demand and FAST programming at launch.