Top TV streaming platform Roku has expanded an existing programming partnership with a Comcast division, with a new agreement in place that makes Roku content such as The Roku Channel available to FreeWheel demand partners.
The content will be made accessible via the Roku Exchange, as a new, standard protocol will enable real-time bidding among programmatic platforms, “offering advertisers a robust, premium Connected TV supply marketplace where they can find their audiences holistically and at scale.”
“In today’s fragmented TV and digital landscape, providing a high-quality streaming experience where viewers are served relevant ads requires breaking down silos across the supply chain,” Roku comments. “By choosing FreeWheel, Roku gains access to its world-class technology and programmatic sophistication as well as the ability to leverage FreeWheel’s direct relationships with demand-side partners. FreeWheel in turn will be able to give demand partners access to Roku’s premium content and unmatched reach.”
FreeWheel GM Mark McKee adds, “Having Roku inventory available alongside our other premium publishers is a major victory for not just FreeWheel clients but consumers as well. Roku understands that providing viewers with the best experience and brands with a premium destination for their ads is only possible through a transparent TV landscape.”
— Reporting by RBR+TVBR in Boca Raton, Fla.
