Roku has introduced Roku Exchange, a new platform designed for TV streaming advertising. This technology provides marketers of all sizes with access to Roku Media, enabling them to enhance reach and performance through their preferred ad-buying platforms.
Key Features and Benefits
- Direct Path to Premium Ad Inventory: Roku Exchange connects premium ad inventory with the leading programmatic ecosystem, enhancing campaign effectiveness.
- Identity Data and AI Optimization: Combines Roku’s premium advertising supply with identity data and AI-driven optimization to maximize campaign performance.
- Democratized Access: Allows all demand-side partners to access video and native ad formats across the Roku ecosystem, improving advertiser results while maintaining a high-quality consumer experience.
- Central Supply Hub: Acts as the central supply hub within the Roku platform, handling supply integrations, fair auctions, and ad decisioning. Integrated with the Magnite supply-side platform (SSP) for broader programmatic connectivity.
Capabilities
- Audience-Based Ad Decisioning: Offers ad placements like Marquee Ads on the home screen, shoppable Action Ads, engaging video ads, and branded buildings within Roku City.
- Programmatic Access: Provides robust programmatic access to TV streaming inventory and identity data for precise audience targeting.
- Rich Content Signals: Delivers transparent content and genre reporting, along with optimization from the Roku Channel and other premium TV streaming publishers.
- AI Optimization: Enhances audience engagement through personalized ad breaks and tailored ad creative campaigns.
Integration with Demand-Side Platforms
Roku Exchange integrates with DSPs such as The Trade Desk, Google Display & Video 360, and Yahoo DSP, offering customized programmatic signals to drive success on their platforms. This customization supports a diverse range of advertisers, including mobile app downloads via Wurl, business-to-business customers through LinkedIn Campaign Manager, and locally targeted campaigns via Madhive.
Roku Exchange leverages data from millions of streaming households, making TV streaming advertising more seamless and effective.
