Written by:
Stay updated with Roku Advertising.
Today, we’re excited to take the wraps off a new TV streaming-first advertising technology solution that allows advertisers to plug into a range of Roku ad inventory using their preferred buying platforms.
Roku Exchange will combine Roku’s premium advertising supply with identity data and AI-driven optimization capabilities to maximize the performance of advertiser campaigns. It will also make Roku Media accessible to more buyers than ever.
To facilitate the flow of demand to their ad space, TV streaming publishers need technology that leverages unique data with flexibility and control. As the central supply hub within the Roku platform, Roku Exchange oversees supply integrations, makes sure auctions are fair, and facilitates ad decisioning.
What does this mean for advertisers?
With access to data and supply from millions of streaming households, Roku Exchange offers:
- Audience-based ad decisioning on Roku Media ad placements, such as Marquee Ads on the home screen, shoppable Action Ads, engaging video ads, and branded buildings within Roku’s beloved screensaver, Roku City.
- Robust programmatic access to TV streaming inventory and identity data, enabling advertisers to reach their audiences more accurately and precisely on Roku.
- Rich content signals from the Roku Channel and other premium TV streaming publishers, providing transparent content, genre reporting, and optimization.
- AI optimization to maximize audience engagement with content through personalized ad breaks and tailored ad creative.
The features within Roku Exchange have long been central to Roku’s advertising capabilities and are now optimized to integrate more seamlessly with the programmatic ecosystem.
“Roku Exchange is the mediation layer that serves ads and enriches impressions, based on Roku data from tens of millions of streaming households,” said Louqman Parampath, VP of Product Management, Roku. “Engagement on the Roku platform represents around 50 percent of all time spent watching TV streaming in the U.S.1 Democratizing access to Roku Media, which includes video and native ad formats across the ecosystem for all demand-side partners, brings better results for advertisers while also keeping the consumer’s experience best in class."
"Roku Exchange enables the targetable signals across Roku inventory that are critical to clients delivering their Merkury addressable audiences at scale - and is providing momentum as more and more brands enable decisioned CTV media,” said Jen Scheel, Head of Digital & Programmatic, Dentsu Media
Roku Exchange connects to the programmatic ecosystem through an integration with Magnite. Demand-side platforms (DSPs) such as The Trade Desk, Google Display & Video 360, and Yahoo DSP benefit from the customization of programmatic signals Roku Exchange can send to drive Roku Media success on their platforms.
Additionally, Roku Exchange supports unique customization and programmatic use cases through a number of partnerships. We support mobile app campaigns via Wurl, business-to-business campaigns through LinkedIn Campaign Manager, and locally-targeted campaigns via Madhive.
Want to stay updated with more news and updates from Roku? Subscribe to our monthly email newsletter.
