Roku and Comcast’s ad tech platform, FreeWheel, have announced an expansion of their programmatic ad partnership. This partnership will now provide advertisers with easier access to premium content on Roku’s app ecosystem and The Roku Channel through the Roku Exchange.
Real-Time Bidding on Roku’s App Ecosystem and The Roku Channel
For the first time, programmatic platforms will be able to engage in real-time bidding for Roku’s app ecosystem, including The Roku Channel. This is made possible through a new standard protocol and integration between Roku and FreeWheel. The integration aims to reduce the fragmentation of the CTV marketplace and provide advertisers with better reach and performance.
Adam Royle, Director of Ads Business Development and Strategic Partnerships at Roku, expresses excitement about the expanded partnership, stating, “If we want to ensure that ad-supported streaming is a premium experience, the need for interoperability across the fragmented TV landscape is imperative. This is why we are thrilled to give more advertisers access to our amazing content in a direct and transparent way with FreeWheel.”
Mark McKee, General Manager of FreeWheel, also sees the benefits of this integration, stating, “Having Roku inventory available alongside our other premium publishers is a major victory for not just FreeWheel clients but consumers as well. Roku understands that providing viewers with the best experience and brands with a premium destination for their ads is only possible through a transparent TV landscape.”
Aiming for a More Seamless and Transparent CTV Marketplace
The existing partnership between Roku and FreeWheel has focused on interoperability, data collaboration, and signals to improve the CTV marketplace. This expanded partnership takes it a step further by allowing for real-time bidding, reducing fragmentation, and providing advertisers with better reach and performance.
As the demand for CTV advertising continues to grow, this partnership will help streamline the ad buying process and make it more transparent. This will ultimately benefit both advertisers and viewers, ensuring a premium and seamless experience for all.
Roku and FreeWheel’s expanded programmatic ad partnership is a significant development in the world of CTV advertising. By providing easier access to premium content and introducing real-time bidding, this partnership aims to improve the overall experience for advertisers and viewers alike. As the streaming industry continues to evolve, collaborations like this will play a crucial role in shaping the future of advertising.
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