LG Ad Solutions partners with Databricks to streamline Connected TV data access and AI analytics

LG Ad Solutions, a global player in advanced Connected TV (CTV) advertising, has announced a strategic partnership with Databricks, the unified Data and AI company. This collaboration aims to revolutionize how brands and partners access and analyze large-scale TV viewership data by integrating LG Ad Solutions’ proprietary Automated Content Recognition (ACR) data directly into the Databricks Marketplace via Delta Sharing.

Historically, the transfer and analysis of vast datasets - like those generated by CTV viewership - involved cumbersome, time-consuming processes such as manual transfers through Secure File Transfer Protocols (SFTPs). This new integration is specifically designed to eliminate that friction, making it simpler, faster, and more scalable for the entire advertising ecosystem.

Brands, agencies, networks, and measurement partners operating in the United States can now access LG Ad Solutions’ global viewership data and combine it seamlessly with their own first-party data. By leveraging Databricks' governed, privacy-first environment, contracted data partners can significantly streamline their analytics, enhance media planning, and execute more informed media buying decisions.

Julian Zilberbrand, Global Head of Data Solutions, LG Ad Solutions: ''Our goal has always been to meet clients where they are. Many of our partners already use Databricks as a central part of their data workflow, and now they can access LG Ad Solutions’ ACR data directly through Delta Sharing. This reduces friction and enables faster, easier adoption through a platform they already trust to plan, measure, and optimize their campaigns.''

The technological backbone of the partnership is Databricks' Delta Sharing, an open-source protocol for secure data sharing, which allows large datasets to be distributed without replication.

Dave Rudnick, Chief Technology Officer, LG Ad Solutions: ''Databricks provides the infrastructure that allows us to securely and efficiently deliver the scale of LG’s global ACR data in a way that aligns with advertisers’ existing workflows. By leveraging Databricks Marketplace and Delta Sharing open architecture, we can make complex datasets easy to access and activate - helping our partners move faster and make smarter, data-informed decisions.''

The integration establishes a crucial, secure bridge between large-scale CTV viewership data and the advanced analytics capabilities of the Databricks platform, signaling a key step toward simpler, AI-driven data collaboration within the advertising industry.

www.lgads.tv
www.databricks.com

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