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Amazon, Roku Strike Deal to Pool Connected-TV Audiences for Advertisers
Amazon and Roku will pool audiences tied to their connected-TV services for advertisers under terms of a new partnership
The companies say early tests of the technology show advertisers reaching 40% more unique viewers while cutting back the frequency of a specific ad running in front of the same users by nearly 30%. This partnership will deal primarily with so-called “programmatic” advertising, or digital inventory that gets bought based on algorithms that define qualities of the specific consumers being sought by a marketer. The partnership will give rise to “a better experience for marketers, consumers, and programmers that are on our platforms,” says Jay Askinasi, Roku’s senior vice president of global media revenue and growth.
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