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We are excited to announce Roku’s Advertising Watermark, free technology to help advertisers and publishers validate the authenticity of video ads originating on the Roku platform. Roku’s Advertising Watermark will protect the industry from ad spoofing.
What is ad spoofing?
Device spoofing occurs when scammers pretend that a desktop or mobile device is a TV streaming device. Roku’s Advertising Watermark integrates with the Roku operating system to automatically verify publisher ad requests and impressions so that advertisers know they are reaching genuine Roku users. While ad spoofing in TV streaming remains rare, this technology will help the industry deter bad actors and improve ad effectiveness.
"We are pleased to be working closely with Roku and publishers using the Roku Advertising Watermark to ensure there is a brand-safe, reliable path to high-quality advertising inventory,” said Mike Laband Senior Vice President, CTV Platform Sales, Magnite. “Trust and transparency are a key focus in the collaborative relationships we have built with premium publishers including Roku. We are invested in technology and standards that help keep the marketplace well-lit and this is an exciting step towards that goal."
How does Roku’s Advertising Watermark solution help advertisers?
As the industry’s first authentication solution built for TV streaming, Roku’s Advertising Watermark gives marketers the confidence that their advertising spend is reaching real Roku users on genuine Roku devices.
"Roku’s Advertising Watermark assures our advertiser clients that they are buying genuine Discovery inventory on Roku devices," said Bill Murray, Vice President, Programmatic Solutions, Discovery. "We’re excited that Roku has brought its data, operating system, and ad technology together to easily prevent ad spoofing."
Ad technology providers integrating Roku’s Advertising Watermark at launch include Basis Technologies, Google, HUMAN, Innovid, and Magnite. Publishers using Roku’s Advertising Watermark to sell their own ad inventory include Discovery, FOX, and more. Additionally, OneView by Roku will be the first ad buying platform to offer ad inventory automatically validated by Roku’s Advertising Watermark.
"As America’s No. 1 TV Streaming Platform, we are uniquely positioned to help the industry preempt device spoofing," said Louqman Parampath, VP of Product Management, Roku. “This is powerful and free technology that will help advertisers accelerate their shift to TV streaming with even more confidence.”
To learn more about the announcement, read the full press release here.
