Roku and The Trade Desk partner to enhance TV Streaming ad buying experience

Roku yesterday announced a new partnership with The Trade Desk. This collaboration aims to improve the process of buying and measuring advertising within the TV streaming landscape.

As the TV streaming market continues to expand, advertisers face increasing challenges in reaching their target audiences efficiently. Fragmentation across numerous platforms makes it difficult to achieve scale, while effectively measuring campaign performance is crucial for maximizing return on investment (ROI).

The new partnership between Roku and The Trade Desk addresses these challenges by providing advertisers with access to valuable data and capabilities. Here's a closer look at the key aspects of this collaboration:

Roku Audience and Behavioral Data: Advertisers using The Trade Desk platform will gain access to Roku's audience and behavioral data. This allows for more targeted advertising campaigns, reaching specific demographics and viewer segments within the Roku user base.

Roku Media Access: The Trade Desk will offer access to Roku Media through a private marketplace. This private marketplace provides a secure environment for advertisers to buy ad inventory on the Roku platform.

Ad Frequency Management: By leveraging Roku's automatic content recognition (ACR) data, advertisers can suppress ad delivery to households that have already seen their ads on traditional linear TV. This eliminates ad fatigue and ensures that campaign budgets are used more effectively.

Improved Campaign Measurement: The partnership facilitates more precise campaign measurement by providing advertisers with better insights into campaign performance on the Roku platform.

Benefits for advertisers and viewers

This collaboration offers several advantages for both advertisers and viewers:

• Improved Targeting: Advertisers can leverage data insights to target their campaigns more effectively, reaching viewers who are more likely to be interested in their products or services.
• Reduced Ad Waste: Ad frequency management helps to reduce ad fatigue by preventing viewers from seeing the same ad repeatedly.
• Enhanced User Experience: By delivering more relevant ads, the partnership improves the overall viewing experience for Roku users.
• Increased Efficiency: Streamlined ad buying and measurement processes allow advertisers to optimize their campaigns and achieve better ROI.

A Commitment to Openness and Interoperability

Roku emphasizes its commitment to interoperability within the advertising ecosystem. By partnering with The Trade Desk, a leading independent platform, Roku ensures that advertisers have a wider range of options for buying ad inventory on its platform.

The Roku and The Trade Desk partnership signifies a significant development in the TV streaming advertising landscape. By providing advertisers with access to valuable data and improved campaign management tools, this collaboration has the potential to make TV streaming advertising a more efficient and effective channel for reaching target audiences. As the TV streaming market continues to evolve, such partnerships are likely to play a key role in shaping the future of advertising within this dynamic space.