Roku and FreeWheel Expand Their Programmatic Partnership
Exciting news is brewing in the world of streaming as Roku, a leading TV streaming platform in the U.S., and FreeWheel, a significant player in the television advertising technology space, have expanded their programmatic partnership. This new initiative makes Roku content, including the popular Roku Channel, available to FreeWheel demand partners through Roku Exchange. This marks a major advancement as it introduces a standard protocol that will enable real-time bidding among programmatic platforms. Advertisers now have access to a vast and premium Connected TV (CTV) supply marketplace, enabling them to engage their audiences comprehensively and at scale.
Meeting the Needs of a Fragmented Market
In today's complex TV and digital environments, providing a seamless streaming experience while serving relevant advertisements is imperative. To achieve this, it's essential to break down barriers across the advertising supply chain. By partnering with FreeWheel, Roku gains from FreeWheel’s advanced technology and sophisticated programmatic solutions. This collaboration strengthens the connections between Roku’s premier content and FreeWheel’s direct relationships with key demand-side partners. As a result, FreeWheel can provide its clients with unprecedented access to Roku's high-quality content and expansive reach.
Enhancing Viewing Experiences for Advertisers
Roku’s commitment to optimizing the advertising experience is highlighted by the comments of Miles Fisher, Senior Director of Strategic Advertising Partnerships at Roku. He emphasizes the importance of interoperability in a disjointed television landscape to maintain a premium ad-supported streaming experience. Fisher expresses enthusiasm about offering more advertisers access to Roku's remarkable content in a straightforward and transparent manner through FreeWheel.
Building on Existing Collaboration
This enhanced partnership between Roku and FreeWheel expands upon their previous collaboration, which focused on interoperability, data sharing, and overall improvement of the CTV ecosystem. This strategic alliance provides FreeWheel clients with access to inventory across Roku’s various applications and The Roku Channel, signaling a significant win for the advertising industry.
Positive Outcomes for Consumers and Advertisers
Greg Bel, Executive Director at FreeWheel, shared insights on the advantages of having Roku inventory available alongside other premium publishers. He noted that Roku’s approach to delivering a superior viewer experience aligns with FreeWheel's mission to promote a transparent advertising ecosystem. This integrated approach not only benefits the clients at FreeWheel but also significantly improves the viewing experience for consumers.
Reaching Audiences Holistically
The integration also addresses the current demands of marketers seeking a blend of scale and enhanced performance. Eyal Ebel, SVP of PMX Platform Partnerships, explained that this partnership empowers brands to reach their target audiences throughout the viewing experience. Ebel emphasizes the importance of providing clients with flexible activation options, whether that be through demand-side platforms (DSPs), supply-side platforms (SSPs), or direct publisher deals, to facilitate optimal outcomes.
The Future of Streaming Advertising
By tapping into Roku's extensive network of over 85.5 million streaming households via FreeWheel's platform, advertisers can elevate and scale their campaigns in conjunction with FreeWheel’s other premium content. This synergy focuses on delivering a superior ad-supported streaming experience that ultimately benefits viewers.
About Roku, Inc.
Roku, Inc. is a pioneer in the streaming industry. The company connects users to their favorite content while empowering content publishers to monetize their audiences efficiently. Roku offers a broad array of streaming solutions, including Roku TV models and streaming players, across multiple global markets. The Roku Channel, known for its free and premium entertainment offerings, features exclusive Roku Originals and ranks as one of the most popular apps on the platform. Roku holds a prominent position in the streaming market, providing consumers with seamless access to a variety of content.
About FreeWheel
FreeWheel stands at the forefront of The New TV Ecosystem, providing comprehensive solutions tailored to the advertising sector's diverse needs. With a global presence, FreeWheel delivers the technology, data tools, and converged marketplaces necessary for seamless transactions across various platforms and data types. Their mission revolves around advocating for the industry's collective interests while supporting advertisers in achieving their objectives.
Frequently Asked Questions
What is the primary goal of the Roku and FreeWheel partnership?
The partnership aims to enhance programmatic advertising capabilities, providing advertisers access to Roku's content through FreeWheel's platform.
How does this partnership improve the streaming experience?
By integrating their technologies, Roku and FreeWheel allow for real-time bidding and better access to premium content for advertisers, leading to more relevant ads for viewers.
What are the benefits for FreeWheel clients?
FreeWheel clients gain access to a broader inventory, including Roku’s diverse app ecosystem, which enhances advertising opportunities.
How many households can advertisers reach with Roku through FreeWheel?
Advertisers can reach over 85.5 million households streaming content via Roku when they leverage FreeWheel’s platform.
What type of content does The Roku Channel offer?
The Roku Channel includes a mix of free and premium content, highlighting Roku Originals and various popular shows and movies.
