Roku and The Trade Desk Announce New Data-Driven TV Streaming Partnership

Deepened relationship between the #1 TV streaming platform and the largest independent global advertising technology leader aims to improve the ad buying experience

Roku (NASDAQ: ROKU), the #1 TV streaming platform in the U.S.*, announced plans for a new data-driven TV streaming partnership with The Trade Desk (NASDAQ: TTD), the largest independent global advertising technology leader, to equip advertisers with better planning, buying, and measurement of TV streaming media. Roku plans to empower advertisers using The Trade Desk with the ability to leverage Roku Media and audience and behavioral data, so that The Trade Desk customers can better understand and optimize their campaigns for TV streaming viewers.

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Roku announced plans for a new data-driven TV streaming partnership with The Trade Desk to equip advertisers with better planning, buying, and measurement of TV streaming media. (Graphic: Business Wire)

As the TV streaming ecosystem grows increasingly crowded and complex, advertisers are looking for the most efficient and performant way to cut through the noise and reach viewers at scale. By leveraging Roku’s automatic content recognition data, advertisers using The Trade Desk can suppress incremental households that have seen their linear TV ads — a capability advertisers have had directly with Roku, now available in an independent media buying platform on Roku Media. Through Roku’s more than 81M Streaming Households, advertisers can find meaningful outcomes through scale, premium inventory, and optimization capabilities that will help efficiently maximize ad spend.

“Matching Roku’s reach with the power of The Trade Desk’s innovative solutions will unlock new ways for marketers to reach the right TV streaming audiences strategically,” said Jay Askinasi, SVP, Head of Global Media Revenue and Growth, Roku. “We strive to be even more interoperable with the most prevalent buying platforms in the market to meet our advertisers where they are. It’s simple to use and highly effective at reducing waste for buyers, and it will improve the ad experience for our millions of viewers.”

“CTV has emerged as one of the most powerful digital advertising channels on the open internet, and this new partnership with Roku will enable The Trade Desk’s clients to put valuable new data insights to work and fully optimize their campaigns,” said Jed Dederick, Chief Revenue Officer, The Trade Desk. “We are excited by Roku’s focus on interoperability and thrilled to forge a closer partnership as we bring the full power of the open internet to bear for all advertisers.”

The partnership is intended to provide The Trade Desk customers with the ability to leverage Roku audience and behavioral data on Roku Media. Advertisers can access Roku Media through a range of options in The Trade Desk in a private marketplace.

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*By hours streamed (Hypothesis Group: Dec 2023)

About Roku

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.

Marks included in this press release are trademarks or registered trademarks of Roku, Inc. in the U.S. and in other countries. Tradenames, trademarks, and services marks of other companies appearing in this press release are the property of their respective holders.

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; Roku’s partnership with The Trade Desk and the related benefits and opportunities; and the features, capabilities, 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, 2023, and our Quarterly Report on Form 10-Q for the quarter ended March 31, 2024. Copies of reports filed with the SEC are posted on Roku’s website and are available from Roku without charge.

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