LG Ad Solutions introduces AI platform for CTV advertising operations

LG Ad Solutions announced Agentiv on October 30, 2025, an artificial intelligence platform designed to support internal and external agents that enhance operational workflows and data-driven processes within Connected TV advertising technology. The Mountain View-based company positions the platform as infrastructure for developing and deploying AI agents across multiple business functions.

According to Dave Rudnick, Chief Technology Officer at LG Ad Solutions, the company has concentrated efforts on constructing data infrastructure necessary for responsible AI integration into advertising technology. Rudnick stated that Agentiv provides a unified platform for developing and deploying agents across multiple business functions, helping streamline internal processes and strengthen collaboration with clients.

The platform currently operates more than 20 intelligent agents within its infrastructure, supporting various operational workflows across the organization. Internal applications include a media planning agent that generates feasibility reports based on campaign inputs and a creative review agent designed to assist in managing advertisement approval processes.

Technical capabilities and architecture

Agentiv features natural language query functionality allowing users to access campaign data through conversational interactions. The system implements persona-based permissions providing tiered access so advertisers, agencies, and partners can view relevant data securely. Clean room integration supports privacy-focused data collaboration for shared insights, while optimization support enables data-driven assessment of campaign performance for timely adjustments.

The platform's architecture reflects broader industry trends toward privacy-preserving data collaboration. Privacy-focused measurement technologies have proliferated across the advertising ecosystem, with major platforms implementing clean room capabilities throughout 2025. NIQ launched a global data clean room on Snowflake for ad measurement, while LiveRamp expanded measurement capabilities enabling retail media networks to analyze Meta campaign performance against first-party sales data.

LG Ad Solutions intends to begin limited beta testing of Agentiv with select advertisers. The initial phase will include a data collaboration agent that enables participating brands to combine their customer data with LG Ad Solutions' insights in a privacy-compliant environment designed to inform audience identification and campaign evaluation. The beta testing approach mirrors deployment strategies used across the CTV advertising industry, where platforms introduce measurement capabilities through controlled rollouts before broader market availability.

Industry context and competitive dynamics

The platform's introduction occurs during significant transformation in advertising technology infrastructure. Programmatic advertising growth reached 72% in 2025, with CTV's share of media budgets projected to double from 14% in 2023 to 28% in 2025. This rapid expansion has created operational complexity requiring sophisticated technology solutions for campaign management and measurement.

The Interactive Advertising Bureau reported that 86% of buyers currently use or plan to implement generative AI for video ad creative development. This technology adoption represents a substantial shift from traditional video production methods, particularly benefiting small and mid-tier brands that previously lacked resources for high-quality video content creation. Advertisers utilize generative AI creative enhancement for multiple strategic applications, including creating versions for different audiences, implementing visual style changes, and developing contextual relevance.

Connected television advertising spending in the United States is projected to reach $46.9 billion by 2028, surpassing traditional television advertising at $45.1 billion for the first time. Advertisers demand proof of performance and clearer return on investment as more spending shifts toward streaming platforms. This financial pressure has driven platform providers to implement advanced measurement and optimization capabilities.

Magnite acquired streamr.ai to simplify CTV advertising for small businesses through AI-powered creative generation tools. The streamr.ai platform uses artificial intelligence to accelerate the transition for small and medium-sized businesses by simplifying CTV creative generation and campaign setup processes that previously required substantial technical expertise and budget allocation.

Data collaboration and privacy frameworks

The Federal Trade Commission issued guidance warning that data clean rooms present complicated privacy implications despite marketing claims. According to the FTC's technical documentation, clean rooms function as cloud-based data processing services with specific architectural elements designed to control data exchange. The system operates through predefined rules that limit data usage between participating organizations. The FTC emphasized that what differentiates a clean room from standard data transfers are the constraints — rules limiting data analysis within the clean room and controlling what can be exported.

Privacy regulations have complicated traditional tracking methods, while the deprecation of third-party cookies and mobile advertising identifiers has created gaps in audience targeting and measurement capabilities. Clean room technologies offer potential solutions by enabling data collaboration within controlled environments. However, regulatory bodies have cautioned against viewing clean rooms as comprehensive privacy solutions.

IAB Tech Lab released the PAIR 1.1 protocol to simplify encrypted data matching. The protocol features clarified technical definitions, standardized Base64 encoding requirements handled by Data Clean Rooms, and a new Open PAIR prebid module supporting multiple DCR vendors. The specification reduces redundant bid requests while enabling more transparent transactions.

Infrastructure and automation developments

Machine learning capabilities have expanded across CTV advertising infrastructure. Magnite introduced machine learning-powered ad podding for streaming platforms, analyzing performance data to determine when fewer bid requests can achieve sufficient fill rates. The technology applies both publisher and buyer rules to pod construction, maintaining competitive separation between rival brands, managing frequency capping, and creating organized viewing experiences rather than randomized ad sequences.

Amazon Web Services announced AWS RTB Fabric on October 23, 2025, a managed service designed specifically for real-time bidding advertising workloads. The service helps advertising technology companies connect with supply and demand partners to run high-volume, latency-sensitive RTB workloads with consistent single-digit millisecond performance and up to 80% lower networking costs compared to standard networking costs.

Measurement capabilities have become increasingly sophisticated across platforms. Teads launched deterministic CTV measurement for streaming campaigns, introducing measurement capabilities to global markets outside the United States. The measurement capabilities distinguish CTV Performance from traditional brand-focused CTV campaigns by connecting premium streaming exposure to deterministic downstream outcomes like site visits and conversions.

Market implications and strategic positioning

Rudnick emphasized the importance of AI adoption in advertising technology during the announcement. He stated that the industry is entering an AI-first era in ad tech, and brands cannot afford to remain passive. Choosing the right partners means looking for those who are investing now, building resilient foundations, and embracing AI to help advertisers navigate what comes next. Agentiv is the company's commitment to being that partner.

LG Ad Solutions operates as a global provider of Connected TV advertising technology, incorporated as Alphonso Inc. The company's network of LG Smart TVs worldwide offers advertisers and content creators reach and targeted engagement on screens in homes. The platform's data infrastructure utilizes Automated Content Recognition data, providing detailed viewing information across its television network.

Smartly integrated Spotify Ads Manager for cross-channel campaigns on September 3, 2025, enabling advertisers to manage audio, display, and video campaigns directly through its AI-powered platform alongside other major digital channels. The integration allows social media assets to be repurposed for audio campaigns with AI-guided budget allocations and unified measurement across channels. This cross-channel approach reflects broader industry trends toward unified advertising management platforms.

Contextual targeting developments across the CTV ecosystem complement performance measurement capabilities. Magnite integrated Anoki's ContextIQ platform into its SpringServe technology stack, becoming the first supply-side platform to offer scene-level contextual targeting capabilities for connected television advertising. The technology examines scene composition, emotional sentiment, and brand safety parameters within CTV environments.

Industry data demonstrates the growing importance of CTV advertising accessibility. Small and medium-sized businesses have historically faced substantial barriers entering CTV advertising markets due to minimum spending requirements, complex campaign setup processes, and creative production costs. Traditional CTV advertising required relationships with multiple technology vendors, substantial upfront creative investments, and sophisticated campaign management expertise typically available only to larger marketing organizations.

Future development trajectory

The platform's development trajectory reflects fundamental shifts in advertising technology operations. Workflow automation has become essential as campaign complexity increases and data volumes expand. More than 80% of digital video buyers require strategic support when executing programmatic connected television campaigns, underscoring the ongoing need for technical expertise in campaign management and optimization despite increasing automation.

Cross-media measurement has become increasingly crucial as advertisers and media owners navigate a fragmented landscape. Media fragmentation demands new budget allocation strategies as traditional channel loyalty diminishes. Effective brand building requires utilizing multiple channels including linear TV, CTV, online video, social media, and the open web. Each channel excels at different tasks, and each channel helps brands tell their stories.

The timing of Agentiv's announcement aligns with significant transformation in how platforms approach artificial intelligence integration. Research from Smartly and EMARKETER revealed that 72% of marketers reuse or slightly modify assets across platforms, while just 25% tailor creative for both social and connected television campaigns. The findings highlight significant challenges in cross-channel storytelling as video consumption patterns reshape the advertising landscape.

LG Ad Solutions' broader strategy involves incorporating AI tools into its advertising technology framework to improve workflow automation, collaboration, and data accessibility. The company aims to continue growing AI expertise and capabilities across all products beyond the immediate Agentiv integration. The platform represents the company's effort to provide infrastructure that supports both immediate operational needs and future technological requirements as the advertising landscape evolves.

Two-thirds of Americans prefer ad-supported streaming over ad-free alternatives according to industry data. Repetition remains the primary cause of subscriber frustration and churn, particularly among viewers who binge-watch content and encounter identical advertisements across multiple breaks. This consumer preference creates opportunities for platforms that can deliver more sophisticated ad management and targeting capabilities while maintaining viewing experience quality.

Timeline

• February 20, 2025: Adobe launches Real-Time CDP Collaboration enabling advertisers and publishers to work with first-party data
• June 5, 2025: Magnite integrates Anoki's ContextIQ for scene-level CTV targeting
• July 9, 2025: VideoAmp expands AWS partnership for privacy-enhanced measurement
• July 10, 2025: Research reveals 72% of marketers struggle with cross-platform creative adaptation
• July 15, 2025: IAB report shows 86% of buyers using AI for video ads
• July 16, 2025: IAB Tech Lab releases PAIR 1.1 protocol for encrypted data matching
• July 17, 2025: PubMatic launches AI-powered Live Sports Marketplace with real-time targeting
• September 3, 2025: Smartly integrates Spotify Ads Manager for cross-channel campaigns
• September 9, 2025: Magnite acquires streamr.ai to simplify CTV advertising for small businesses
• October 22, 2025: Taboola and Paramount launch Performance Multiplier for CTV campaigns
• October 23, 2025: AWS announces RTB Fabric for real-time ad bidding
• October 23, 2025: LiveRamp expands measurement capabilities for retail media networks
• October 24, 2025: Magnite introduces machine learning-powered ad podding for streaming platforms
• October 27, 2025: AudienceProject appoints Bruno Furnari as Chief Product & Technology Officer
• October 30, 2025: LG Ad Solutions announces Agentiv artificial intelligence platform
• November 2025: NIQ launches global data clean room on Snowflake for ad measurement

Summary

Who: LG Ad Solutions, a global provider of Connected TV advertising technology incorporated as Alphonso Inc., announced the platform through Chief Technology Officer Dave Rudnick.

What: Agentiv is an artificial intelligence platform supporting more than 20 intelligent agents that enhance operational workflows and data-driven processes, featuring natural language query functionality, persona-based permissions, clean room integration, and optimization support for CTV advertising.

When: The announcement occurred on October 30, 2025, with limited beta testing scheduled to begin with select advertisers in an unspecified timeframe following the announcement.

Where: LG Ad Solutions operates from Mountain View, California, serving global markets through its network of LG Smart TVs worldwide, with the platform designed for deployment across its Connected TV advertising technology infrastructure.

Why: The platform addresses growing operational complexity in CTV advertising as programmatic spending increases, advertiser demand for sophisticated measurement capabilities intensifies, and AI adoption becomes essential for competitive positioning in advertising technology markets experiencing rapid transformation toward privacy-preserving data collaboration frameworks.