“Roku is seeking to expand the targeted advertising business on its platform in a significant way, launching what it is calling the Audience Marketplace,” MediaPost reports. “The Marketplace will combine Roku’s own proprietary audience data and technology with trusted third-party data to allow publishers to sell to targeted audiences on the Roku platform.”
The report notes that the Marketplace will support both programmatic and direct-selling methods.
“Essentially, Roku is opening up to publishers the first-party datasets it has used to sell addressable ads, and tying those datasets to third-party or other proprietary data,” MediaPost reports. “Roku is partnering with the supply-side video ad platform SpotX to integrate its data, and to ensure user privacy is protected.”
The report adds: “Roku believes its size (around 21 million households) and its focus on premium video will allow its ad marketplace to add value to the overall OTT video market.”