New integration will improve advertising
targeting and performance across Roku Media
Today, Roku (NASDAQ: ROKU), the #1 TV streaming platform in the
U.S.*, announced its adoption of Unified ID 2.0 (UID2), a leading
identity solution, across its premium streaming inventory. Roku
advertisers can now implement more precise targeting and a secure
means to facilitate data collaboration at Roku Media’s unmatched
scale, powered by automation through Roku Exchange. Developed by
The Trade Desk, UID2 is an identity solution that is helping
pioneer the new identity fabric of the open internet.
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the full release here:
https://www.businesswire.com/news/home/20240801677317/en/
Roku, the #1 TV streaming platform in the
U.S., announced its adoption of Unified ID 2.0 (UID2), a leading
identity solution from The Trade Desk, across its premium streaming
inventory. (Graphic: Business Wire)
Roku has been at the forefront of addressability, with robust
first-party data from the platform’s 83.6 million Streaming
Households. Now with UID2, Roku is empowering advertisers to
deliver more personalized ad experiences across Roku’s inventory
and devices at scale. UID2 integration enables Roku Media to become
interoperable across the programmatic ecosystem.
By enabling UID2 across its premium inventory, Roku offers:
- Audience reach: With UID2, advertisers can find their
audiences on Roku at scale through interoperable identity.
- Seamless activation: Through the integration of Roku
identity data and UID2, advertisers can activate and measure
campaigns instantly.
- Better campaign performance and return on investment
(ROI): Advertisers can earn a higher return on ad spend (ROAS)
through improved audience reach. More accurate targeting and
measurement capabilities ensure advertisers see better conversion
rates and overall campaign success.
“The adoption of Unified ID 2.0 represents another step forward
in Roku’s strategic programmatic path, rooted in our goal to
revolutionize the ad ecosystem,” said Jay Askinasi, SVP,
Head of Global Media Revenue and Growth, Roku. “By further
partnering with The Trade Desk, we aim to enhance targeting
capabilities, improve ad performance and efficacy to drive growth,
and maintain our leadership position in the TV streaming
space.”
“As consumers continue to spend more and more time in streaming,
advertisers are looking for ways to reach these viewers at scale,”
said Will Doherty, VP of Inventory Development, The Trade
Desk. “By adopting Unified ID 2.0, Roku is showing the value
the premium internet has to offer advertisers, while prioritizing
privacy for their highly valued audiences.”
Roku’s adoption of UID2 allows advertisers to deliver more
personalized ad experiences across platforms. This enhanced
targeting precision not only increases demand and revenue potential
but also fosters a more cohesive and efficient advertising
ecosystem.
To learn more, please visit our website.
QUOTE FOR ATTRIBUTION:
James Tarone, Director of Programmatic and Video, Pfizer:
“We are excited about this announcement as it aligns with our
evolving approach to Video. Managing identity, reach, and scale
across CTV in a privacy compliant manner will have a material
impact on our business.”
*By hours streamed (Hypothesis Group: Dec 2023)
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.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of
advertising. Through its self-service, cloud-based platform, ad
buyers can create, manage, and optimize digital advertising
campaigns across ad formats and devices. Integrations with major
data, inventory, and publisher partners ensure maximum reach and
decisioning capabilities, and enterprise APIs enable custom
development on top of the platform. Headquartered in Ventura, CA,
The Trade Desk has offices across North America, Europe, and Asia
Pacific. To learn more, visit thetradedesk.com or follow us on
Facebook, Twitter, LinkedIn and YouTube.
This press release contains “forward-looking” statements that
are based on our beliefs and assumptions and on information
currently available to us on the date of this press release.
Forward-looking statements may involve known and unknown risks,
uncertainties and other factors that may cause our actual results,
performance or achievements to be materially different from those
expressed or implied by the forward-looking statements. These
statements include but are not limited to trends related to TV
streaming; Roku’s partnership with The Trade Desk, integration of
Unified ID 2.0, and the related benefits and opportunities; our
ability to improve the advertising ecosystem; our ability to
compete in the TV streaming industry; and the features,
capabilities, benefits, growth and reach of the Roku platform.
Except as required by law, we assume no obligation to update these
forward-looking statements publicly, or to update the reasons
actual results could differ materially from those anticipated in
the forward-looking statements, even if new information becomes
available in the future. Important factors that could cause our
actual results to differ materially are detailed from time to time
in the reports Roku, Inc. files with the Securities and Exchange
Commission, including our Annual Report on Form 10-K for the year
ended December 31, 2023, and our Quarterly Report on Form 10-Q for
the quarter ended March 31, 2024. Copies of reports filed with the
SEC are posted on Roku’s website and are available from Roku
without charge.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240801677317/en/
Roku Sarah Saul AdsPR@roku.com
The Trade Desk Melinda Zurich
melinda.zurich@thetradedesk.com
Roku (NASDAQ:ROKU)
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