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Roku Aims to ‘Democratize Access’ to CTV Advertising with New Selling Platform

The new Roku Exchange platform will enable easier programmatic buying on streaming TV.
Image courtesy Roku

Streaming TV platform Roku has launched a new service called Roku Exchange to connect streaming TV ad inventory with advertiser demand.

By combining Roku’s TV advertising supply with identity data and AI-driven optimization capabilities, the process of buying Roku Media and TV streaming ad placements will be accessible to more buyers. As the central supply hub within the Roku platform, Roku Exchange will now handle supply integrations, fair auctions and ad decisioning, and it is integrated with the Magnite supply-side platform (SSP) to connect into the larger programmatic landscape.

Demand-side platforms (DSPs) such as The Trade Desk, Google Display & Video 360 and Yahoo DSP will now benefit from the customization of programmatic signals that Roku Exchange can send to help drive Roku Media success on their platforms. Customization capabilities in Roku Exchange also will unlock access to TV streaming audiences for a diverse set of advertisers, with offerings such as mobile app downloads via Wurl, business-to-business customers through LinkedIn Campaign Manager and locally targeted advertising campaigns via Madhive.

The features within Roku Exchange have long been central to Roku’s advertising capabilities, but they are now optimized to integrate within the programmatic ecosystem, including:

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  • Audience-based ad decisioning on Roku Media ad placements, such as Marquee Ads on the home screen, shoppable Action Ads, video ads and branded buildings within Roku’s screensaver, Roku City;
  • Rich content signals from the Roku Channel and other TV streaming publishers, providing transparent content, genre reporting and optimization; and
  • AI optimization to maximize audience engagement with content through personalized ad breaks and tailored ad creative campaigns.

“Roku Exchange is the mediation layer that serves ads and enriches impressions, based on Roku data from tens of millions of streaming households,” said Louqman Parampath, VP of Product Management at Roku in a statement. “Engagement on the Roku platform represents around 50% of all time spent watching TV streaming in the U.S. [according to Comscore CTV Intelligence reporting from September 2023]. Democratizing access to Roku Media, which includes video and native ad formats across the ecosystem for all demand-side partners, brings better results for advertisers while also keeping the consumer’s experience best in class.”

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