LG Buys Controlling Stake in TV Data Firm Alphonso

South Korean multinational electronics company LG Electronics has acquired an $80m controlling stake in TV data and measurement company Alphonso.

Alphonso provides brands and agencies with real-time TV ad campaign measurement, closed-loop attribution for TV ads, and TV audience extension across digital devices. With video AI technology embedded in tens of millions of smart TVs, TV chipsets, set-top boxes, and other connected devices, Alphonso analyzes what programming and advertising people watch on TV. In addition, the firm's SaaS offering, Alphonso Insights, delivers TV measurement and closed-loop attribution with offline data in real-time, to help brands understand the impact of TV advertising.

Through the investment, LG becomes Alphonso's largest investor, with a controlling stake of more than 50%. This is Alphonso's first investment round since its Series A financing of $5.6m in 2017, and following the LG deal, Alphonso will continue to operate as an independent business under its current brand and leadership based in Silicon Valley. LG says it plans to integrate Alphonso software and services with its own range of home entertainment products.

Ashish Chordia (pictured), founder and CEO of Alphonso, comments: 'Becoming part of LG Electronics gives Alphonso the backing of one of the world's leaders in home entertainment products, with access to a massive global inventory of connected TV screens. We can now maximize our mutual impact on the TV marketplace as we bring our products together and deliver immense value for the ecosystem.'

Web sites: www.lg.com and www.alphonso.tv .