Rather than succumb to the rise of Android TV, LG has defiantly launched another smart TV OS through one of its satellite companies. River OS promises all the major streaming apps, as well as improved personalization, user navigation and advanced voice-control, but it seems the real updates are on the advertising side of things. This is hardly surprising, as River OS has been launched by LG Ads, a seperate company to LG which took the latter’s name following an $80 million majority investment at the start of this year. LG Ads was previously known as US-based TV data outfit Alphonso. River OS allows for a wide spread of interactive ad formats, such as home screen takeovers. These formats are native,…