Roku today released the third quarter 2019 results. In the letter to shareholders, Roku said that the “monetized video ad impressions again more than doubled YoY.”

According to Roku, The Roku Channel contributed to this growth as impressions within the channel are growing faster than the impressions within the overall platform. Anthony Wood, Founder, and CEO, and Steve Louden, CFO, wrote that Roku is diversifying advertises by working not only with the Ad Age 200 but also with small- and medium-sized businesses as well as local, direct-to-consumer, mid-market, performance, programmatic and direct-response advertisers.

Roku’s CEO and CFO expect to reinforce the leadership of the ad selling on Connected TV with the close of the acquisition of dataxu. With the DSP, Roku expects to unlock more advertising investment into OTT and to acquire expertise in DSP software engineering, data science, and analytics.

Streaming TV viewers can surpass traditional pay-TV viewers in five years, a Roku study predicts.