Advanced Television

The Trade Desk, Roku partner to expand TV data

May 1, 2024

Roku has revealed plans for a new data-driven TV streaming partnership with The Trade Desk, the independent advertising technology player, 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 behavioural data, so that The Trade Desk customers can better understand and optimise their campaigns for TV streaming viewers.

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. Through Roku’s more than 81 million Streaming Households, advertisers can find meaningful outcomes through scale, inventory and optimisation capabilities that will help maximise ad spend.

“Matching Roku’s reach with the power of The Trade Desk’s innovative solutions will unlock new ways for marketers to reach the right TV streaming audiences strategically,” said Jay Askinasi, SVP, Head of Global Media Revenue and Growth, Roku. “We strive to be even more interoperable with the most prevalent buying platforms in the market to meet our advertisers where they are. It’s simple to use and highly effective at reducing waste for buyers, and it will improve the ad experience for our millions of viewers.”

“CTV 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 optimise their campaigns,” said Jed Dederick, Chief Revenue Officer, 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.”

The partnership is intended to provide The Trade Desk customers with the ability to leverage Roku audience and behavioural data on Roku Media. Advertisers can access Roku Media through a range of options in The Trade Desk in a private marketplace.

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