Nasdaq-traded Roku Inc.’s TV streaming platform is among the most commonly used in the U.S., making connected TV advertising through Roku a key driver in the ever-growing world of digital and streaming media budgets for CMOs.
Now, the company has rolled out an open self-service developer platform squarely focused on what is known outside of Canada as “CTV” advertising.
“The Roku Ads API gives developers direct access to Roku’s first-party ad capabilities, enabling them to build new and more integrated performance solutions that help advertisers launch, optimize, and measure campaigns,” the San Jose, Calif.-based company shared in a Tuesday announcement.
Roku also believes that unlike closed or permission-gated CTV platforms, the Roku Ads API allows developers to register applications, obtain credentials, and build integrations without manual approvals.
At launch, available endpoints include reporting, audiences, and conversions, with campaign management and creative APIs coming soon.
“Advertisers increasingly expect CTV to integrate seamlessly with the tools they already use,” said Peter Hamilton, Head of Ad Innovation at Roku. “The Roku Ads API makes that possible by giving developers an open platform to build new functionality and deeper integrations across the ecosystem.”
Developers can obtain credentials through Roku Ads Manager, allowing for secure access to the Roku Ads API suite.
Additional endpoints for campaign and creative management will launch later this year, completing the full Roku API suite.
