Roku Launches Roku Exchange
Designed to provide marketers of all sizes with access to Roku’s premium media offerings
Roku, the popular TV streaming platform in the U.S., has introduced Roku Exchange, an new advertising technology solution designed to provide marketers of all sizes with access to Roku’s premium media offerings. This platform connects ad inventory with advertiser demand, facilitating a direct path between premium ad inventory and the leading programmatic ecosystem.
Roku Exchange aims to enhance the effectiveness of advertising campaigns by combining Roku’s premium advertising supply with identity data and AI-driven optimization capabilities. Louqman Parampath, VP of Product Management at Roku, highlighted the platform’s impact, stating, “Roku Exchange is the mediation layer that serves ads and enriches impressions, based on Roku data from over tens of millions of streaming households. Engagement on the Roku platform represents around 50 percent of all time spent watching TV streaming in the U.S.”
Key features of Roku Exchange include:
- Audience-Based Ad Decisioning: This feature allows for targeted ad placements such as Marquee Ads on the home screen, shoppable Action Ads, and engaging video ads.
- Programmatic Access: Providing robust access to TV streaming inventory and identity data, this feature enhances precision in reaching audiences.
- Rich Content Signals: Offering transparent content and genre reporting, this feature optimizes ad placements.
- AI Optimization: This feature maximizes audience engagement with personalized ad breaks and tailored ad creative campaigns.
Integrated with the Magnite supply-side platform, Roku Exchange ensures fair auctions and efficient ad decisioning. This integration benefits various demand-side platforms, including The Trade Desk, Google Display & Video 360, and Yahoo DSP, by providing customized programmatic signals.
Mike Laband, SVP of Platform Revenue at Magnite, remarked on the partnership, “Thanks to our all-encompassing partnership with Roku, we have built an advanced integration and solution enabling Roku Media to be available across the ecosystem. Our integration to provide Roku Media to buyers working with Magnite’s demand facilitation efforts as well as Magnite’s ClearLine and agency marketplace solutions enables more advertisers to invest in programmatic TV streaming.”
Thoughts from solli
- To what extent is Roku Exchange able to harness the pharma-specific targeting capabilities across the DSPs?
- How can Roku Exchange be seamlessly integrated into the wider omnichannel pharma marketing ecosystem?
For more information about Roku Exchange, see the full press release here.
