Roku launched the Audience Marketplace on Wednesday, introducing a new way for advertising buyers and sellers to effectively target US audiences on the OTT platform. Media giants including Fox, Turner and Viacom are expected to participate and advertisers can take advantage of the marketplace using programmatic or traditional direct selling methods.
The Audience Marketplace leverages Roku’s first-party data and technology such as the Roku Ad Insights Measurement suite, created in partnership with Nielsen, so that publishers can sell targeted audiences to advertisers. Roku also said that marketers will benefit from the ability to more precisely message viewers across the TV streaming platform. By extending its advanced targeting capabilities to major publishers, Roku is looking to enhance the advertising flow through its platform while helping “publishers make their offering more compelling in an increasingly programmatic, data-driven TV advertising market.”
In a statement, Turner’s VP of ad innovation and programmatic solutions Larry Allen said: “Over-the-top distribution has been a key audience driver for Turner’s portfolio of premium content, with Roku being one of the preeminent partner platforms. Participating in Roku’s Audience Marketplace gives us access to rich insights and enhanced audience targeting capabilities, extending the ability for ad buyers to reach and engage with streaming viewing audiences that are critical to grow their business.”
The Roku platform boasts extensive insights on millions of OTT streamers, with the ability to precisely target specific segments at a household level. In April 2017, Nielsen found that Roku delivers 10.2 percent incremental reach over linear TV among adults aged 18-34.