Roku announced this morning a new marketplace for buying and selling TV Ad inventory.
The Audience Marketplace will allow advertisers to target specific customers using the platform’s viewing data. Initial launch partners include Viacom, WarnerMedia, and 21st Century Fox.
Similar to local advertising given to cable distributors, the ads will be able to target based on location, but even more specifically based on interests or buying habits. Right now, the ads would air exclusively on the Roku platform, but if successful it could be embedded into other platforms and mobile apps.