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Roku Advertising

Roku Advertising

Connected TV (CTV) AdvertisingDivision· part of Rokuadvertising.roku.com

Roku Advertising gives brands direct access to the largest streaming audience in the US with deterministic first-party data, enabling precise targeting, measurement, and attribution across the full streaming ecosystem.

Last updated Oct 24, 2026 by the ATDb Editorial Team

Founded
2002
HQ
San Jose, California, United States
Parent
Roku
Connections
26

AI-drafted from public sources6 sources cited

At a glance

Employees
1001-5000
Revenue
$1B–$2B (platform revenue segment, advertising-driven)
Stock
ROKU
21integrations4competitors1corporate family
Connected TV PlatformVideo Advertising PlatformProgrammatic Platform

About

Leading CTV advertising platform in the US, leveraging the largest streaming OS by active accounts and hours streamed

Roku Advertising is Roku's in-house advertising business. It sells video and display ads across the Roku home screen, The Roku Channel and partner streaming inventory on Roku devices, through direct deals, programmatic buying and the self-serve Roku Ads Manager. Targeting capabilities include demographic, geographic, and viewing behavior options. Performance marketers can access Roku inventory either directly through Roku's own ad platform or through third-party connected TV platforms that include Roku alongside broader premium streaming inventory.

Business model

Marketplace / Managed Service / Self-Serve DSP

Target market

Enterprise / Mid-Market

What they offer

  • OneView DSP

    Roku's demand-side platform enabling programmatic CTV ad buying across Roku inventory and the broader streaming landscape with first-party data targeting.

  • The Roku Channel Advertising

    Direct ad placements within Roku's own free ad-supported streaming service, reaching tens of millions of viewers.

  • Roku Action Ads

    Interactive ad formats that allow viewers to engage directly with ads, enabling actions like requesting samples, adding to cart, or downloading apps via remote.

  • Roku Brand Studio

    Custom creative and branded content solutions developed in partnership with Roku's in-house creative team for high-impact brand campaigns.

  • Roku Audience Segments

    Pre-built and custom audience targeting segments derived from Roku's first-party ACR and behavioral data across its OS.

  • Roku Measurement & Attribution

    Cross-screen measurement tools connecting TV ad exposure to downstream outcomes including site visits, app installs, and purchases.

  • Roku Home Screen Ads

    Sponsored placements and display ad units on the Roku home screen, offering high-visibility brand awareness opportunities.

Key features

First-party ACR (Automatic Content Recognition) data for audience targetingDeterministic identity graph across 80M+ active accountsProgrammatic and direct buying options via OneView DSPInteractive and shoppable ad formats (Action Ads)Cross-screen measurement and outcome-based attributionHome screen and channel sponsorship placementsCustom creative via Roku Brand StudioFrequency capping and reach extension across CTV inventory

Use cases

Brand awareness campaigns targeting cord-cutters and streaming-first audiencesPerformance marketing with measurable CTV-to-conversion attributionCompetitive conquesting based on competitor content viewershipRetargeting linear TV viewers who have shifted to streamingApp install and mobile attribution campaignsShoppable and direct-response TV advertisingUpfront and scatter TV budget reallocation from linear to CTV

Customer segments

National brand advertisersPerformance and direct-response marketersMedia agencies and holding companiesIndependent agenciesPolitical and advocacy advertisersStreaming and entertainment brandsCPG and retail advertisersFinancial services and insurance brands

Tech & specs

Technology stack

Automatic Content Recognition (ACR)Roku OS (proprietary streaming operating system)OneView DSP (programmatic buying platform)First-party identity graphReal-time bidding (RTB) infrastructureServer-side ad insertion (SSAI)Machine learning for audience modeling and optimizationClean room integrations for data collaboration

Security & compliance

CCPAGDPRNAI (Network Advertising Initiative) memberDAA (Digital Advertising Alliance) compliantMRC accreditation (measurement)

Deployment

Cloud

API

Yes

Explore further

3 views
On the AtlasConnected TVOn the Mapby country + regionOn the GraphNetwork around Roku Advertising