Roku has announced a strategic update in its advertising updates by embracing The Trade Desk’s Unified ID 2.0 (UID2) audience identity solution. This move will revolutionize the way advertisers target audiences on Roku’s premium streaming platform.
By integrating UID2 with its extensive first-party data, which covers around 83.6 million households, Roku aims to deliver tailored and more effective ways of advertising experiences. This integration will play a key component of the Roku Exchange, the company that recently launched a media sales platform. The Roku exchange connects Roku’s inventory with the demand across multiple demand site platforms (DSPs) such as The Trade Desk. This provides smooth programmatic transactions. This sets a mark in the significant shift in the digital marketing landscape as a whole. Here, Roku’s move highlights the industry’s ongoing evolution towards cookiless solutions. The rise of connected TV and mobile platforms has given a boost to the need for innovative alternatives like UID2.
“The adoption of Unified ID 2.0 represents another step forward in Roku’s strategic programmatic path, rooted in our goal to revolutionise the ad ecosystem’
Roku’s implementation of UID2 is a response in itself to an ever-increasing demand from marketers for a more sophisticated target audience. The company also asserts that UID2 will further enhance the advertiser’s reach and further streamline a campaign activation. Also, it will improve the overall campaign performance and return on investment.
In the recent 2024 Q2 earnings, Roku said that streaming households grew by 14% year-over-year, streaming hours increased by 20%, and platform revenue saw an increase of 11%. The total revenue being $968 million, up to 14% year-on-year, and performance revenue seeing an increase of 11% year-on-year.
The integration of UID2 into Roku’s advertising strategy signifies a forward-looking approach to ad technology, positioning the company at the forefront of the evolving digital advertising landscape.
On the other hand, The Trade Desk saw revenue of $491 million in Q1 2024. This accelerated the growth by 28% year over year. Also, the company would be reporting the second quarter earnings after the market closes on August 8th.
Read more: iProspect Names Global Client President and Global MD
