Roku Exchange Unlocks Access to Roku's Audience and Premium Media

This IDC Market Note discusses Roku Exchange, a new advertising technology solution designed for TV streaming. This document also discusses the range of benefits that it offers media companies and brands and advertising agencies. As previously stated, the digital advertising ecosystem is complex, and IDC's point of view is that to maximize revenue for media publishers and brands alike, pain points must be addressed through the consolidation of services that streamline campaign planning, management, and execution on all platforms, and Roku Exchange does this for CTV. As a result, media companies benefit through a direct connection between premium ad inventory and its programmatic ecosystem. Roku's unique data from tens of millions of streaming households allows media companies to optimize their ad placements and revenue strategies, and as the central supply hub, Roku Exchange is responsible for fair auctions and ad decisioning.For brands and advertising agencies, Roku now allows access to Roku Media for marketers of all sizes. Advertisers can use Roku's audience-based ad decisioning to place ads more accurately and reach their target audience effectively while leveraging Roku's AI optimization capabilities. Finally, advertisers receive rich content signals from the Roku Channel and other premium TV streaming publishers, providing transparent content, genre reporting, and optimization.