Roku and The Trade Desk Announce New Data-Driven TV Streaming Partnership
SAN JOSE, Calif. Roku, the #1 TV streaming platform in the U.S.*, announced plans for a new data-driven TV streaming partnership with The Trade Desk, the largest independent global advertising technology leader, to equip advertisers with better planning, buying, and measurement of TV streaming media. Roku plans to empower advertisers using The Trade Desk with the ability to leverage Roku Media and audience and behavioral data, so that The Trade Desk customers can better understand and optimize their campaigns for TV streaming viewers.
As the TV streaming ecosystem grows increasingly crowded and complex, advertisers are looking for the most efficient and performant way to cut through the noise and reach viewers at scale. By leveraging Roku’s automatic content recognition data, advertisers using The Trade Desk can suppress incremental households that have seen their linear TV ads — a capability advertisers have had directly with Roku, now available in an independent media buying platform on Roku Media. Through Roku’s more than 81M Streaming Households, advertisers can find meaningful outcomes through scale, premium inventory, and optimization capabilities that will help efficiently maximize ad spend.
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“Matching Roku’s reach with the power of The Trade Desk’s innovative solutions will unlock new ways for marketers to reach the right TV streaming audiences strategically,” said Jay Askinasi, SVP, Head of Global Media Revenue and Growth, Roku. “We strive to be even more interoperable with the most prevalent buying platforms in the market to meet our advertisers where they are. It’s simple to use and highly effective at reducing waste for buyers, and it will improve the ad experience for our millions of viewers.”
“CTV has emerged as one of the most powerful digital advertising channels on the open internet, and this new partnership with Roku will enable The Trade Desk’s clients to put valuable new data insights to work and fully optimize their campaigns,” said Jed Dederick, Chief Revenue Officer, The Trade Desk. “We are excited by Roku’s focus on interoperability and thrilled to forge a closer partnership as we bring the full power of the open internet to bear for all advertisers.”
The partnership is intended to provide The Trade Desk customers with the ability to leverage Roku audience and behavioral data on Roku Media. Advertisers can access Roku Media through a range of options in The Trade Desk in a private marketplace.
About Roku
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
Marks included in this press release are trademarks or registered trademarks of Roku, Inc. in the U.S. and in other countries. Tradenames, trademarks, and services marks of other companies appearing in this press release are the property of their respective holders.
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CTV Advertising To Reach $21B In 2021 In The United States!
According to a report released last week by BMO Capital Markets’ Wall Street equities research team, connected TV (CTV) ad spending in the United States is expected to reach almost $21 billion this year and will rise at a rate of around 23% annually through 2030, reaching about $100 billion.
BMO Analyst Daniel Salmon wrote in the report –
“The growth of CTV advertising is the answer to the No. 1 topic we’ve been asked over the course our career. When will the inevitable growth of internet advertising disrupt TV ad budgets? Defined as use of a television to stream video over-the-internet, CTV sits at the crossroads of advertising transformation, bridging the signature traditional channel (television) and the fastest-growing digital format (video).”
The analysis, which comes just days after GroupM released an update on the U.S. advertising market, anticipates a new category called “CTV+” to reach $9 billion this year, considerably beyond many previous projections and forecasts.
BMO believes that CTV advertising’s “advanced targeting capabilities” are considerably superior to traditional TV advertising, which is one of the reasons for its optimism.
Salmon added that CTV can be targeted directly to the individual household or user, unlike linear inventory that is typically targeted at broad demographics and/or metropolitan areas. He also said –
“This concept isn’t entirely new in television as addressable television predates CTV, but has only just begun to scale itself.”