LG Ads Solutions

Disintermediation is in the air. If The Trade Desk’s OpenPath cuts out SSPs (while claiming not to), Magnite’s ClearLine cuts out DSPs (while claiming not to).

The leadership team is out at LG Ads Solutions. As of Friday, at least two of Alphonso’s top brass were pushed out, including CEO Raghu Kodige and Alphonso co-founder and executive chairman Ashish Chordia. What gives?

It makes perfect sense for TV manufacturers to break into advertising. But what about content and software-first companies considering the legacy biz? There are pros and cons to the move, but it all comes down to a profitable plan because “a better go-to-market strategy will crush better technology every time,” said GroupM’s global president of business intelligence Brian Wieser.

LG Ads Solutions sells ads, but it also helps LG reap the benefits of manufacturing its own TVs, such as maximized inventory, scale and user experience. It’s why the company pivoted to media when it rebranded from Alphonso to LG Ads, according to CEO Raghu Kodige.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Let’s See, LG Smart TV manufacturer LG is on board with the outcomes-based buying trend, but with a twist – advertisers that don’t hit performance goals don’t have to pay. On Wednesday, LG Ads Solutions launched Guaranteed Outcomes, which promises brands they’ll only pay […]