Roku launches ad platform to manage mobile campaigns

Roku, the streaming TV app, has just launched an advertising platform that dips into TV identity data to help marketers manage their mobile, desktop and OTT campaigns.

The OneView Ad Platform utilises identity data from the US streaming platform to reach an estimated four in five homes in the country.

As a growing number of consumers are using TV streaming platforms, advertisers are looking for ways to measure and optimise their campaigns across different screens including mobile devices.

The OneView Ad Platform integrates reach, inventory and Roku advertising capabilities with identify and attribution tools of the data demand-side platform.

In a statement, Scott Rosenberg, Senior Vice President and General Manager, Platform Business at Roku said:

“Our goal is to help advertisers and content partners invest for a world where all TV is streamed. 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.”

The platform promises to offer better identity solutions and consumer insights. It also provides proprietary audiences and instant OTT forecasting, alongside in-flight attribution tools and guaranteed demographic delivery or business outcomes such as mobile app downloads.

“We’re shifting traditional TV budget to OTT and now manage it all in OneView because we can leverage our own data at scale and quickly respond to changes in the market,” said Rhasaan Wilks, Performance Marketing Manager at Giant Eagle.

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