Roku Advertising

Dominant CTV advertising platform in the US, leveraging the largest streaming OS install base for first-party data-driven ad targeting and measurement

Roku Advertising is the advertising division of Roku, Inc., the leading streaming platform in the United States by active accounts. It enables brands, agencies, and performance marketers to reach highly engaged streaming audiences through connected TV (CTV) ad placements across The Roku Channel, Roku's free ad-supported streaming service, as well as across third-party channels and apps within the broader Roku OS ecosystem. Roku's advertising products leverage first-party data from over 80 million active accounts, offering precise audience targeting, measurement, and attribution capabilities that are difficult to replicate on traditional linear TV or other CTV platforms. Roku Advertising's platform includes tools for brand awareness campaigns, direct response advertising, and performance marketing. Its OneView ad platform (formerly dataxu) serves as a demand-side platform (DSP) allowing advertisers to plan, buy, and measure CTV and OTT campaigns programmatically. Roku also offers Roku Ads Manager, a self-serve interface for smaller advertisers, and provides access to its Roku Data Cloud for audience insights and measurement. The company has positioned itself as a full-funnel advertising solution, bridging upper-funnel brand building with lower-funnel conversion tracking. In the CTV advertising landscape, Roku holds a dominant position as the most-used streaming platform in the US, giving it unmatched scale and first-party data depth. It competes directly with Amazon Fire TV Ads, Samsung Ads, and Comcast's Freewheel, as well as indirectly with streaming services like Hulu and Peacock that sell their own inventory. Roku's unique advantage lies in its OS-level visibility across all content consumed on its platform, enabling cross-publisher audience measurement and attribution that walled-garden streaming services cannot offer advertisers.