LG Ad Solutions, a global provider of connected TV and cross-screen advertising, has formed a partnership with Best Buy Ads to offer premium inventory within the LG Electronics TV ecosystemincluding the Home Screen and CTV video inventoryto retail media advertisers in the United States.
The collaboration is the first time LG Home Screen inventory has been available within a retail media network. Because of the partnership, brands are able to use the Best Buy Ads audiences in LG’s TV ecosystem, bringing Best Buy’s first-party shopper data into the premium TV environment with measurement capabilities.
Bringing Retail Media Audiences to LG TV Inventory
The partnership enables consumer electronics brands working with Best Buy Ads to reach Best Buy’s first-party shopper audiences across LG Home Screen and CTV Video inventory. The offering is designed to help brands engage consumers throughout the discovery and purchase journey while extending retail media investments into premium CTV environments.
By making high-impact LG TV inventory available through retail media buying channels, the companies aim to give advertisers additional opportunities to connect audience targeting with television advertising and measurable business outcomes.
“The Home Screen has a distinct role at the point of discovery, before content begins. By bringing Best Buy Ads retail media demand to the Home Screen alongside CTV Video, we’re opening premium LG TV inventory to a different source of investment and connecting that investment to outcomes,” said Serge Matta, President of Global Ad Sales, LG Ad Solutions.
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Combining First-Party Audiences With Premium CTV
The collaboration combines Best Buy’s first-party audience insights and closed-loop measurement capabilities with LG’s connected TV inventory.
“Advertisers increasingly want the ability to connect retail media investments with premium media experiences and measurable sales results,” said Lisa Valentino, Chief Ads and Media Officer of Best Buy. “This partnership expands the ways brands can reach Best Buy shoppers, combining our first-party audience insights and closed-loop measurement capabilities with LG’s premium CTV inventory to create a more accountable and effective advertising solution.” LG Ad Solutions
Programmatic Buying and Closed-Loop Measurement
The LG TV inventory will be transacted programmatically through Magnite, while Best Buy’s closed-loop measurement will connect campaign exposure to sales outcomes.
The partnership also extends LG Ad Solutions’ Own the Outcome measurement framework, introduced at the 2026 IAB NewFronts, by strengthening measurement and attribution capabilities within the retail media environment.
Expanding Retail Media Into Connected TV
The partnership provides advertisers with a new way to extend retail media campaigns beyond retailer-owned properties while maintaining audience addressability and measurable outcomes.
The offering is available to advertisers immediately, giving consumer electronics brands access to Best Buy audiences across LG’s Home Screen and CTV Video inventory.