Roku Bows Advertising Watermark Technology

Roku Feb. 23 announced the launch of an advertising watermark designed to help advertisers and publishers validate the authenticity of video ads originating on the SVOD pioneer’s platform. Roku says the technology gives marketers the confidence that their advertising spend is reaching real Roku users.

According to Roku, so-called “device spoofing” can occur when scammers pretend that a desktop or mobile device is a TV streaming device. The 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, Roku believes this new technology will help the industry deter bad actors and improve ad effectiveness.

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“We are uniquely positioned to help the industry preempt device spoofing,” Louqman Parampath, VP of product management at Roku, said in a statement. “This is powerful and free technology will help advertisers accelerate their shift to TV streaming with even more confidence.”

Ad technology providers integrating the advertising watermark at launch include Basis Technologies, Google, HUMAN, Innovid and Magnite. Publishers using the watermark include Discovery and Fox.

“[The technology] assures our advertiser clients that they are buying genuine Discovery inventory on Roku devices,” said Bill Murray, VP of programmatic solutions. “We’re excited that Roku has brought its data, operating system, and ad technology together to easily prevent ad spoofing.”