Subscription streaming media co-pioneer Roku is partnering with Adobe offering marketers access to the former’s 27 million subscribers. Roku operates The Roku Channel, one of the largest ad-supported streaming video platforms. The two companies announced the pact March 26 at the Adobe Summit in Las Vegas.
Marketers using Adobe software and analytics can now target their audiences on the Roku platform through targeted ad buying and access to Roku’s ad inventory.
San Francisco-based Adobe says marketers incorporating the Roku platform can better scale their campaigns, manage frequency and more effectively measure success on over-the-top video.
With lines continuing to blur between advertising and marketing technologies, marketers want to understand advertising’s paid media paths and how they drive valuable site paths that use that data to better optimize campaigns.
“This partnership with Roku allows Adobe customers even more effectiveness while running campaigns on a leading TV streaming platform,” Keith Eadie, VP and GM, Adobe Advertising Cloud, said in a statement.
With ongoing consumer shifts toward OTT video, marketers are zeroing in on spots and campaigns relevant way on TV and the end-user, Scott Rosenberg, GM, platform business, Roku.
“This partnership gives Adobe clients a seamless way to activate their data and reach customers who’ve moved their TV viewing to Roku devices,” Rosenberg said.