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Roku Releases OneView Ad Platform to Enhance Cross-Channel Ad Buys, Metrics

Fern Siegel

Roku’s new OneView ad platform leverages unique TV data to help advertisers target specific audiences for streaming TV.

Roku claims to reach four out of five U.S. homes.

Launch partners on the OneView ad platform include Drizly, Experian, Intuit TurboTax and Lexus.

OneView kick-starts cross-channel media buys and lets advertisers purchase media against performance guarantees, based on key business metrics, such as website visits or mobile app downloads.

To drill down into audience segments and results, Roku utilizes the attribution tools of demand-side platform dataxu, which it bought in November 2019. Those tools help optimize reach, frequency and performance of multichannel ad campaigns.

As TV viewing continues a dramatic shift from linear to OTT and connected TV, Roku’s OneView ad platform provides scale and access to the digital audience.

“Our goal is to help advertisers and content partners invest in a world where all TV is streamed,” states Scott Rosenberg, SVP-GM, platform business at Roku. “OneView provides the data and scale across the entire TV landscape so marketers can plan, buy and measure TV advertising and ultimately shift spend to streaming more quickly.”

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