Best Buy Ads is expanding beyond the retailer's own properties through a partnership with LG Ad Solutions that gives advertisers access to LG's connected-TV inventory in the U.S., including its Home Screen. The deal lets consumer electronics brands using Best Buy Ads reach the retailer's first-party shopper audiences across LG's TV ecosystem, and the companies said Wednesday it marks the first time LG's Home Screen inventory has been made available through a retail media network. The inventory will be bought programmatically through Magnite, while Best Buy will provide closed-loop measurement linking advertising exposure to sales outcomes. The offering is available to advertisers immediately. Best Buy has increasingly positioned advertising as part of its broader retail-media strategy, allowing brands to use its first-party customer data to target shoppers and measure the resulting sales.
Best Buy Co. IncBest Buy Ads expands its retail-media offering via an LG Ad Solutions partnership, giving advertisers access to LG's connected-TV inventory and growing its ad business.
LG Corp
LG Electronics Inc
Magnite Inc