LG's Data Alliance Aims to Conquer Hyper-Local TV Advertising

MOUNTAIN VIEW, CA – December 10, 2025 – In a strategic move set to reshape the competitive landscape of television advertising, LG Ad Solutions has announced a landmark partnership with data infrastructure firm CCR Media and ad intelligence leader AdImpact. The collaboration creates what the companies are calling the industry’s most robust and granular local television dataset, unifying disparate data streams across all 210 U.S. designated market areas (DMAs). The initiative aims to provide advertisers with a level of geographic and contextual precision that has, until now, remained largely theoretical in the fragmented world of Connected TV (CTV).

This alliance integrates LG’s deterministic Automatic Content Recognition (ACR) signals from its vast network of smart TVs with CCR Media’s local channel infrastructure and AdImpact’s comprehensive ad occurrence catalog. The result is a unified, 360-degree view of local TV ecosystems, capturing what content is being watched, what ads are being shown, and how audiences are engaging on a market-by-market basis. For an industry grappling with the decline of linear TV and the meteoric rise of streaming, this move signals a significant escalation in the data arms race, pushing the boundaries of what it means to be a local advertiser.

Redrawing the CTV Data Map

The CTV advertising market is not short on data providers. Incumbents like Nielsen have long provided audience measurement across local markets using a combination of panel data and big data from set-top boxes. Other major players like Samba TV leverage their own first-party ACR data to provide viewership insights across all DMAs. However, the LG Ad Solutions partnership seeks to create a competitive moat not just through the scale of its data, but through its synthesis.

Where other solutions often provide siloed views—focusing primarily on viewership or ad spend—this new alliance stitches together three critical layers of intelligence. By combining viewership data (who is watching and what they watch) with a complete map of what is airing on over 1,200 local channels and a granular catalog of the advertisements themselves, the partnership promises to solve a more complex equation. “We’re building one of the most comprehensive local CTV data ecosystems in the market,” said Serge Matta, President of Global Ad Sales at LG Ad Solutions. He emphasized the goal is to connect “what’s airing, what’s being advertised, and how audiences engage across every U.S. market.”

This integrated approach directly challenges the existing paradigm. It moves beyond simple audience measurement to provide competitive intelligence and contextual relevance in a single, unified dataset. For a brand, this means not only knowing if their target audience saw an ad, but also knowing what competitor ads ran during the same content, in the same local market, and how that local media environment is saturated. As Don Norton, GM of Data Solutions at AdImpact, noted, the partnership delivers “a unified dataset that connects exposure, competition, and audience insights at the local market level,” a capability he says advertisers have been demanding.

Inside the Precision Data Engine

The power of this new offering lies in the distinct yet complementary assets each partner brings to the table. The foundation is LG Ad Solutions' proprietary ACR technology, embedded in millions of LG Smart TVs. This technology deterministically identifies on-screen content, providing first-party, glass-level data on what viewers are actually watching, whether it's a national broadcast, a local news program, or a streaming service.

Layered on top of this viewership data is CCR Media’s core competency: mapping the complex media landscape. “At CCR Media, we’ve always focused on helping TV platforms and others capture ‘Media that Matters,’” stated Mark Bonham, the company’s Chief Growth Officer. For this partnership, that translates to providing the underlying infrastructure that identifies and catalogs content from over 1,200 local channels. This ensures that the viewership data from LG can be accurately attributed to specific local affiliates and channels, a crucial step for any advertiser focused on regional campaigns.

Finally, AdImpact provides the critical advertising intelligence layer. The company tracks and analyzes a massive volume of ad occurrences, maintaining a catalog of over 350,000 ad creatives annually. This isn't just a list of ads; it's a deeply indexed database. For instance, in the automotive sector, an ad can be tagged with the vehicle’s make, model, size, and even model year. For political advertising—a sector where local targeting is paramount—creatives are analyzed for party affiliation, the specific election cycle, and even the tone of the message. This level of granularity gives advertisers what the companies describe as “pinpoint visibility into competitor activity and category saturation.”

Meeting the Surge in Localized Demand

This technological convergence is timed perfectly to meet a powerful market trend: the flight of ad dollars toward more localized and accountable channels. As consumer behavior becomes increasingly shaped by local context, national brands are recognizing that one-size-fits-all messaging is no longer effective. Research shows a majority of marketers plan to increase their local advertising investments, driven by the understanding that localized campaigns generate stronger relevance, engagement, and ultimately, higher conversion rates.

CTV is at the heart of this shift. With linear TV audiences declining, local advertisers are moving their budgets to streaming, where targeting is inherently more precise. Industry forecasts reflect this momentum. BIA Advisory Services, for example, has projected that local CTV ad spending will continue its steep upward trajectory, becoming a multi-billion dollar market annually. The political advertising vertical alone represents a massive opportunity, with campaigns leveraging CTV to reach specific voter segments in key districts with tailored messaging.

This is the demand the LG-led partnership is built to serve. By enabling advertisers to plan, measure, and optimize with geographic precision, it helps them avoid wasted spend in markets that are irrelevant to their business. For a regional auto dealer group, it means focusing ad buys in their specific DMAs and analyzing what local competitors are promoting. For a political campaign, it means rapidly responding to an opponent’s ad in a specific media market with a counter-message targeted to the same audience segment. This transforms local advertising from a blunt instrument into a strategic tool for surgical precision.

Navigating the Granularity Gambit

While the promise of hyper-local targeting is compelling for marketers, the aggregation of such detailed data inevitably raises important questions about consumer privacy. Combining household-level viewership data with geographic information and a log of every ad seen creates an incredibly detailed portrait of consumer behavior. The ability to track viewing habits across 210 distinct markets, while powerful, places a significant responsibility on the data handlers.

The industry's standard defense rests on two pillars: consent and anonymization. ACR data collection, for instance, is typically based on an opt-in model where consumers agree to the feature upon setting up their smart TV. Furthermore, the data is aggregated and anonymized to prevent the re-identification of individual households. However, as datasets become more integrated and granular, the line between an anonymous data point and an identifiable profile can blur, attracting scrutiny from both consumers and regulators.

Navigating this privacy frontier is perhaps the most critical long-term challenge for this partnership and the ad tech industry at large. Maintaining consumer trust through transparent policies and robust data governance will be paramount to ensuring the sustainability of such data-rich advertising models. As regulatory frameworks like the California Privacy Rights Act (CPRA) continue to evolve, the ability to deliver advertising relevance without crossing privacy boundaries will define the next generation of market leaders.

The move by LG Ad Solutions and its partners is more than an incremental product launch; it is a declaration of where the future of television advertising is headed. By constructing a comprehensive, 360-degree view of the local landscape, the alliance forces competitors to re-evaluate their own data integration strategies and provides brands with a powerful new tool. This escalates the industry’s evolution toward a future where every ad impression is informed by a deep, contextual understanding of the viewer, effectively turning the promise of local CTV into a measurable reality.