Affinity Partners to Close CTV Ad Loop

CTV and cross-screen advertising company LG Ad Solutions has developed a targeting and measurement solution called LoopIQ, in partnership with consumer purchase insights firm Affinity Solutions.

New York-based Affinity uses data from 140 million daily credit and debit card transactions to provide an understanding of consumer purchasing behavior. In April it launched Comet, which provides marketers, consultancies and financial services companies with a view on consumer purchase behavior outside their stores, branches and web sites.

The new closed-loop solution integrates Affinity's purchase data with LG tech including ad infrastructure and privacy-compliant automatic content recognition (ACR), to allow clients to reach the right audiences in the CTV environments, while also measuring campaigns' impact on customer spend.

Tony Marlow, Global CMO of LG Ad Solutions, says the partnership and launch 'mark a significant evolution in the CTV advertising landscape', adding: 'LoopIQ's unique capability to effectively link purchase data with ad targeting and measurement is set to revolutionize the way brands reach and resonate with their audiences in ad-supported streaming environments'. Damian Garbaccio (pictured), Chief Business & Marketing Officer of Affinity, adds: 'We are thrilled to join forces with LG Ad Solutions on this groundbreaking endeavor. LoopIQ is a testament to our joint vision of harnessing exclusive consumer purchase data to craft more meaningful outcomes and efficient advertising experiences'.

Web sites are at www.lgads.tv and www.affinity.solutions .