Roku and FreeWheel Announce Strategic Partnership to Bring Roku’s Leading Ad Tech to FreeWheel Customers
12 Julho 2023 - 6:16PM
Business Wire
The collaboration fuels greater
interoperability, automation, quality and results for
publishers.
Roku (Nasdaq: ROKU), the No. 1 TV streaming platform in the
U.S., Canada, and Mexico*, and FreeWheel today announced a new
partnership that will bring forth a suite of industry solutions to
unlock the full value of streaming TV for advertisers and
publishers.
As part of this collaboration, the two companies will be
launching new technological offerings that aim to simplify,
optimize and enhance TV streaming. The effort is especially timely
and noteworthy as the industry approaches a critical time in TV
streaming’s evolution. Per Nielsen, time spent with streaming TV
surpassed broadcast and cable for the first time since 2022.
Additionally, eMarketer projects 57% of U.S. digital video users
will stream an advertising-based video on demand (AVOD) service
this year.
Having solutions aimed at driving greater interoperability and
automation will help accelerate this growth.
Key highlights of this collaboration include:
- Streamlined Integration: Roku has now integrated its
demand application programming interface (dAPI) with FreeWheel’s TV
platform. Roku’s demand API gives publishers direct, automatic and
real-time access to more advertiser demand. This enhanced
integration allows for streamlined ad operation workflows and
better inventory quality control, both of which will improve
publisher yield and revenue.
- Seamless Data Targeting: Publishers can now use Roku
platform signals to enable advertisers to target audiences and
measure campaign performance without relying on cookies.
Additionally, FreeWheel and Roku will rely on data clean room
technology to enable the activation of additional data sets
providing better measurement and monetization to publishers and
agencies.
- Inventory Quality: FreeWheel will leverage Roku’s
Watermark solution to prevent sophisticated invalid traffic
(IVT)/fraud in TV streaming in partnership with cybersecurity
company HUMAN Security, through its robust MediaGuard solution that
ensures ad inventory is reaching real humans. Roku’s Advertising
Watermark is the industry’s first authentication solution built for
TV streaming and gives marketers the confidence that their
advertising spend is reaching real streamers. The technology helps
marketers and publishers prevent device spoofing and app spoofing
by validating ad measurement signals.
“Our goal is to create a better TV experience for our partners
and consumers,” said Youssef Ben-Youssef, Senior Director,
Technology Partnerships, Roku. “This new collaboration brings
together an industry-leading blend of data, tech and reporting to
accelerate the shift from traditional TV to streaming TV.”
“There is a lot of synergy, energy and a shared sense of purpose
behind our work with Roku,” said FreeWheel Chief Strategy Officer
Soo Jin Oh. “At FreeWheel, we believe the industry is stronger and
better when we collectively help solve today’s problems while
creating future innovation. And so, it’s our hope that this new
initiative will help pave the way for greater simplicity,
optimization and an even more improved experience for the TV
advertising ecosystem.”
To learn more about Roku and FreeWheel, visit our blog.
*based on hours streamed, Dec 2022, Hypothesis Group
About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are
structured to provide the full breadth of solutions the advertising
industry needs to achieve their goals. We provide the technology,
data enablement and convergent marketplaces required to ensure
buyers and sellers can transact across all screens, across all data
types, and all sales channels, in order to ensure the ultimate goal
– results for marketers. With offices in New York, San Francisco,
Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A
Comcast Company, stands to advocate for the entire industry through
the FreeWheel Council for Premium Video. For more information,
please visit freewheel.com, and follow us on Twitter and
LinkedIn.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content
they love, enable content publishers to build and monetize large
audiences, and provide advertisers with unique capabilities to
engage consumers. Roku TV™ models, Roku streaming players, and
TV-related audio devices are available in various countries around
the world through direct retail sales and/or licensing arrangements
with TV OEM brands. Roku-branded TVs and Roku Smart Home products
are sold exclusively in the United States. Roku also operates The
Roku Channel, the home of free and premium entertainment with
exclusive access to Roku Originals. The Roku Channel is available
in the United States, Canada, Mexico, and the United Kingdom. Roku
is headquartered in San Jose, Calif., U.S.A.
This press release contains “forward-looking” statements that
are based on our beliefs and assumptions and on information
currently available to us on the date of this press release.
Forward-looking statements may involve known and unknown risks,
uncertainties and other factors that may cause our actual results,
performance or achievements to be materially different from those
expressed or implied by the forward-looking statements. These
statements include but are not limited to trends related to TV
streaming and advertising; the parties’ entry into a partnership;
and the features, benefits, growth and reach of the Roku platform.
Except as required by law, we assume no obligation to update these
forward-looking statements publicly, or to update the reasons
actual results could differ materially from those anticipated in
the forward-looking statements, even if new information becomes
available in the future. Important factors that could cause our
actual results to differ materially are detailed from time to time
in the reports Roku, Inc. files with the Securities and Exchange
Commission, including our Annual Report on Form 10-K for the year
ended December 31, 2022 and our Quarterly Report on Form 10-Q for
the quarter ended March 2023. Copies of reports filed with the SEC
are posted on Roku’s website and are available from Roku without
charge.
Roku is a registered trademark of Roku, Inc. in the U.S. and in
other countries. Trade names, trademarks and service marks of other
companies appearing in this press release are the property of their
respective holders.
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version on businesswire.com: https://www.businesswire.com/news/home/20230712907788/en/
Media:
FreeWheel Elaine Wong elaine_wong@comcast.com
Roku Sarah Saul AdsPR@roku.com
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