Roku launched a new advertising platform with it’s recently acquired demand-side platform (DSP) Dataxu, now rebranded as OneView. DSPs are a way for brands and agencies to use automation to purchase TV and digital ad space.
“Our goal is to help advertisers and content partners invest for a world where all TV is streamed,” said Scott Rosenberg, senior VP and GM of Roku’s platform business, in a statement. “OneView provides the data and scale across the entire TV landscape so marketers can plan, buy and measure TV advertising and ultimately shift spend to streaming more quickly.”
With OneView, advertisers have access to more than 100 audience segments, and buy ad space with guaranteed performance based on things like app downloads and website visits, as well as more traditional forms of measurement like Nielsen reports.