Roku Bets on Interoperability as CTV Moves From Reach to Accountability

As connected TV absorbs more linear television dollars, advertisers are demanding the same precision, measurement and frequency control they expect from digital channels. That’s reshaping how platforms and agencies collaborate on data. For instance, clean rooms, once a compliance checkbox, are becoming operational infrastructure for planning, activation and proof of performance. “TV is becoming more […]

Last updated Oct 22, 2026 by ATDb automated enrichment