With the IAB’s NewFronts entering Day Two and the Upfronts just two weeks away, Roku is making waves with a flurry of announcements that could position it more favorably with marketers and advertisers. With a NBCU Olympics pact and an iSpot.TV deal in place, Roku also says it has plans in place for a new data-driven TV streaming partnership with The Trade Desk.
The independently owned global ad tech company’s agreement is designed to equip advertisers with better planning, buying, and measurement of TV streaming media.
“Roku plans to empower advertisers using The Trade Desk with the ability to leverage Roku Media and audience and behavioral data, so that The Trade Desk customers can better understand and optimize their campaigns for TV streaming viewers,” the company said.
Roku further commented, “As the TV streaming ecosystem grows increasingly crowded and complex, advertisers are looking for the most efficient and performant way to cut through the noise and reach viewers at scale. By leveraging Roku’s automatic content recognition data, advertisers using The Trade Desk can suppress incremental households that have seen their linear TV ads — a capability advertisers have had directly with Roku, now available in an independent media buying platform on Roku Media.”
The partnership, Roku says, is intended to provide The Trade Desk customers with the ability to leverage Roku audience and behavioral data on Roku Media.
Advertisers can access Roku Media through a range of options in The Trade Desk in a private marketplace.
“Connected TV has emerged as one of the most powerful digital advertising channels on the open internet, and this new partnership with Roku will enable The Trade Desk’s clients to put valuable new data insights to work and fully optimize their campaigns,”said Jed Dederick, Chief Revenue Officer at The Trade Desk. “We are excited by Roku’s focus on interoperability and thrilled to forge a closer partnership as we bring the full power of the open internet to bear for all advertisers.”
