Written by: Roshan Dwivedi
In an interesting development, Roku has introduced OTT ad marketplace in the US, by virtue of which publishers can use audience marketplace to sell targeted audiences to advertisers. Using Roku’s first-party data and proprietary ad technology publishers can now advertise to target audience more effectively. The service has now few of the biggest names under its belt such as Fox, Turner, and Viacom with advertisers being able to take advantage of the service through programmatic or traditional direct selling methods.
Seth Walters, vice president of demand partnerships, Roku, quoted, “The business of streaming is winning – both in the minds of consumers and advertisers. As the industry’s leading TV streaming platform, we’re well-positioned to empower our publishers to unlock the full potential of OTT advertising and help them to meet the needs of brands and consumers.”