June 27, 2018
Streaming TV pioneer Roku June 27 introduced its Audience Marketplace, allowing advertising buyers and sellers to more effectively target audiences on the Roku platform in the United States, according to the company.
By leveraging Roku’s first-party data and proprietary ad technology, publishers can use Audience Marketplace to sell targeted audiences on the Roku platform to advertisers, according to a Roku press release.
“Roku has extensive insights into its millions of OTT streamers, and offers the ability to precisely target specific segments at a household level,” the release stated.
“The business of streaming is winning – both in the minds of consumers and advertisers,” said Seth Walters, VP, demand partnerships, Roku, in a statement. “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.”
Initial publishers participating in Audience Marketplace include Fox, Turner and Viacom. Advertisers can use the Audience Marketplace for programmatic or traditional direct selling methods.
“Over-the-top distribution has been a key audience driver for Turner’s portfolio of premium content, with Roku being one of the preeminent partner platforms,” said Larry Allen, VP, ad innovation and programmatic solutions, Turner, in a statement. “Participating in Roku’s Audience Marketplace gives us access to rich insights and enhanced audience targeting capabilities, extending the ability for ad buyers to reach and engage with streaming viewing audiences that are critical to grow their business.”
“Roku’s ability to precisely message luxury auto-intenders in premium TV programming unlocks great value for our clients,” said Garrett Winkler, director of connected TV Lead, Modi Media, in a statement. “It helps significantly reduce waste and delivers a more relevant viewing experience. We see this as a huge step towards unifying targeting for connected TV campaigns.”