The news: LG Ad Solutions and Taboola are attacking connected TV (CTV) advertising’s biggest pain point: proving what premium TV exposure actually does. 

Their new Performance Enhancer tool connects LG’s audience data with Taboola’s Realize performance engine and open-web inventory, giving advertisers a single, global view of ROI from first impression to conversion, per Yahoo.

“By extending campaigns beyond the Smart TV into high-quality digital environments, brands can drive more site visits and conversions, optimizing toward audiences most likely to act,” said Serge Matta, president of LG Ad Solutions.

The timing is sharp. Measurement remains the top CTV addressability challenge—36.8% of digital advertisers flagged it in 2024, and it remains elevated in 2025 at 32.8%. Cross-channel reconciliation is a top concern too, jumping to 34.5% from 30.9% YoY, per ID5.

Why it matters: Performance Enhancer closes gaps by extending LG Smart TV campaigns across trusted publisher sites and attributing site visits and conversions back to TV exposure. It replaces fragmentation with unified reporting.

• The partnership turns CTV into a performance channel at a moment when advertisers face ad budget constraints and requirements from the C-suite to prove that every channel drives real outcomes.
• LG’s massive CTV footprint and Taboola’s open-web scale give marketers a full-funnel system: reach at the top, precision and proof in the middle, and conversion at the bottom.

With both companies touting improved efficiency and cost-per-acquisition (CPA) optimization, this framework offers CMOs something they’ve lacked in CTV—evidence, not inference.

Solutions like Performance Enhancer bring CTV into tighter alignment with digital performance marketing, giving brands global reach, attribution clarity, and actionable insights. It’s CTV’s most direct step yet toward unified outcome-based buying.

What advertisers can do: Pilot unified CTV-to-digital measurement now to boost ad inventory opportunities. Use automatic content recognition (ACR) segments to retarget high-intent viewers, and push partners for cross-channel reconciliation, tying ad spend to outcomes—not impressions.