- Roku will adopt The Trade Desk’s Unified ID 2.0 (UID2) audience identity product to enable more precise targeting to advertisers on its premium streaming platform, per an organization announcement.
- Integrating UID2 with the first-party data from Roku’s 83.6 million households on its streaming platform will enable more personalized promoting at scale and increase interoperability across the programmatic ecosystem, according to the corporate.
- UID2 can be integrated into the Roku Exchange, a media sales platform launched in June that connects Roku’s ad supply to programmatic demand across an array of DSPs, including The Trade Desk.
Google could have made headlines recently with its announcement that it might shelve its plans to deprecate third-party cookies in its Chrome browser, but Roku’s announcement shows how the industry has moved on. Cookies have played an important role in digital promoting’s development, however the continued growth of cookieless spaces like connected TV and mobile has led to an increase of other solutions like UID2.
Roku’s adoption of the audience identity solution is a sign of the demand marketers and advertisers are putting on advanced audience targeting. By adopting UID2, Roku says it will possibly now offer advertisers greater reach, seamless activation and higher campaign performance and return on investment.
“The adoption of Unified ID 2.0 represents one other step forward in Roku’s strategic programmatic path, rooted in our goal to revolutionize the ad ecosystem,” said Jay Askinasi, senior vp and head of worldwide media revenue and growth at Roku, in a blog post further explaining the adoption.
“By further partnering with The Trade Desk, we aim to enhance targeting capabilities, improve ad performance and efficacy to drive growth, and maintain our leadership position within the TV streaming space,” the chief said.
In its recently announced 2024 Q2 earnings, Roku said its streaming households grew by 14% year-over-year, streaming hours increased 20% and platform revenue increased 11%. The company’s total net revenue was $968 million, up 14% year-over-year, and platform revenue was $824 million, up 11% year-over-year.
For its part, The Trade Desk saw revenue of $491 million in Q1 2024, accelerating growth 28% year-over-year. The company will report second quarter earnings after the market closes on Aug. 8.
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