LG Ad Solutions has begun to integrate the Unified ID 2.0 solution (UID2), a privacy-safe solution that enables advertisers to use their first-party data across LG’s audience network to enhance advertising effectiveness. Unified ID 2.0, developed by demand side platform The Trade Desk, is a permanent, privacy-conscious individual identifier that improves the ability for brands to target audiences across various platforms and devices. By leveraging UID 2.0, advertisers can deliver more relevant and personalized advertising experiences to consumers while adhering to privacy regulations.

Mike Brooks, Global Head of Business Development and Partnerships at LG Ad Solutions, says, “As viewership proliferates across channels and platforms, the ability to reach the right audiences with precision and accuracy is critical. Brands are deploying their own first-party data in more creative ways than ever before, and our adoption of Unified ID 2.0 in partnership with The Trade Desk further cements LG’s Smart TV ecosystem as the premium, high-impact destination for brands to safely apply that data to drive outcomes at scale.”

LG Ad Solutions, the connected TV and cross-screen ad division of the electronics manufacturer, offers an AI-powered ad platform and helps brands find hard-to-get unduplicated reach at optimal frequency across the streaming TV landscape.