Today, Roku (NASDAQ: ROKU), the #1 TV streaming platform in the U.S.*, announced its adoption of Unified ID 2.0 (UID2), a leading identity solution, across its premium streaming inventory. Roku advertisers can now implement more precise targeting and a secure means to facilitate data collaboration at Roku Media’s unmatched scale, powered by automation through Roku Exchange. Developed by The Trade Desk, UID2 is an identity solution that is helping pioneer the new identity fabric of the open internet.

Roku has been at the forefront of addressability, with robust first-party data from the platform’s 83.6 million Streaming Households. Now with UID2, Roku is empowering advertisers to deliver more personalized ad experiences across Roku’s inventory and devices at scale. UID2 integration enables Roku Media to become interoperable across the programmatic ecosystem.

By enabling UID2 across its premium inventory, Roku offers:

• Audience reach: With UID2, advertisers can find their audiences on Roku at scale through interoperable identity.
• Seamless activation: Through the integration of Roku identity data and UID2, advertisers can activate and measure campaigns instantly.
• Better campaign performance and return on investment (ROI): Advertisers can earn a higher return on ad spend (ROAS) through improved audience reach. More accurate targeting and measurement capabilities ensure advertisers see better conversion rates and overall campaign success.

“The adoption of Unified ID 2.0 represents another step forward in Roku’s strategic programmatic path, rooted in our goal to revolutionize the ad ecosystem,” said Jay Askinasi, SVP, Head of Global Media Revenue and Growth, Roku. “By further partnering with The Trade Desk, we aim to enhance targeting capabilities, improve ad performance and efficacy to drive growth, and maintain our leadership position in the TV streaming space.”

“As consumers continue to spend more and more time in streaming, advertisers are looking for ways to reach these viewers at scale,” said Will Doherty, VP of Inventory Development, The Trade Desk. “By adopting Unified ID 2.0, Roku is showing the value the premium internet has to offer advertisers, while prioritizing privacy for their highly valued audiences.”

Roku’s adoption of UID2 allows advertisers to deliver more personalized ad experiences across platforms. This enhanced targeting precision not only increases demand and revenue potential but also fosters a more cohesive and efficient advertising ecosystem.

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QUOTE FOR ATTRIBUTION:

James Tarone, Director of Programmatic and Video, Pfizer: “We are excited about this announcement as it aligns with our evolving approach to Video. Managing identity, reach, and scale across CTV in a privacy compliant manner will have a material impact on our business.”

*By hours streamed (Hypothesis Group: Dec 2023)