Roku launches Roku OneView platform for cross-screen measurement

In May 2020, Roku launched OneView, a unified ad platform designed to help advertisers plan, activate, and measure campaigns across both streaming (OTT/CTV) and linear television. The platform was built on the foundation of Roku's acquisition of dataxu in 2019, integrating dataxu's demand-side platform (DSP) capabilities with Roku's extensive first-party streaming data from its large base of active accounts. OneView gave advertisers a single interface to manage converged TV advertising, leveraging Roku's unique position as both a device manufacturer and content aggregator to offer deterministic audience data at scale.

The launch of OneView represented a significant competitive move in the CTV and converged TV advertising space, positioning Roku as a direct competitor to traditional TV measurement incumbents like Nielsen, as well as DSP players like The Trade Desk and Amazon DSP. By combining first-party device-level data with cross-screen planning tools, Roku challenged the fragmented measurement status quo that had long frustrated TV advertisers. The platform accelerated industry momentum toward unified TV buying and measurement, pressuring legacy TV networks, MVPDs, and measurement vendors to develop comparable solutions. It also reinforced the strategic value of owning both the distribution layer and the data layer in CTV, a model that competitors including Amazon, Samsung, and Comcast would continue to pursue. The move highlighted a broader trend of walled gardens in CTV seeking to internalize the full advertising stack.