In a major development, LG Electronics (LG), has acquired TV data and measurement firm Alphonso. The investment will bring together the two TV industry leaders’ technologies and innovations in LG’s smart TV lineup.

LG will become Alphonso’s largest investor with a controlling stake of more than 50 percent, with the huge investment.

LG electronics plans to utilize Alphonso software and services, including Alphonso’s data analytics, media planning and activation, and Video AI capabilities. The major electronics firm will use Alphonso’s technology for its broad range of home entertainment products.

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Alphonso’s combined offerings will enrich consumer services including content recommendations and LG’s own streaming service, LG Channels, to create a robust owned and operated first-screen, cross-device advertising platform with integrated analytics for the smart TV marketplace generally and for LG smart TVs specifically.

This is Alphonso’s first investment round since its Series A financing of $5.6 million in 2017, led by Manifest Investment Partners.

Alphonso will continue to operate as an independent business under its current brand and leadership based in Silicon Valley.

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