OneView

Roku's proprietary DSP with exclusive access to Roku first-party data and owned-and-operated CTV inventory, competing with major independent DSPs in the converged TV advertising space

OneView is Roku's proprietary demand-side platform (DSP), born from Roku's acquisition of dataxu in November 2019 for approximately $150 million and subsequently rebranded as OneView in May 2020. The platform empowers advertisers and agencies to programmatically plan, activate, and measure advertising campaigns across both connected TV (CTV) and traditional linear television from a single unified interface. Its deep integration with the Roku ecosystem — the leading streaming platform in the United States by active accounts — gives OneView a distinctive data advantage, enabling advertisers to reach audiences using Roku's first-party viewership data at scale. OneView addresses the core challenge of audience fragmentation in the modern television landscape by bridging legacy linear broadcast inventory with streaming and OTT placements. Advertisers can access Roku's owned-and-operated inventory as well as third-party CTV and digital video supply, making it a comprehensive solution for brands seeking to follow audiences as they shift from traditional pay-TV to streaming services. The platform supports advanced audience targeting, frequency management across screens, and closed-loop attribution that ties ad exposure directly to outcomes such as tune-in, site visits, and purchases. As a product within Roku's advertising business, OneView competes directly with independent DSPs such as The Trade Desk, Google's DV360, and Amazon DSP, but differentiates itself through exclusive access to Roku's first-party data and its position within the largest streaming platform ecosystem in the US. It serves national brands, performance advertisers, and agencies looking to maximize reach and efficiency in the rapidly growing CTV advertising market, which has become a central battleground as streaming continues to displace traditional television viewing.