Today, Roku, the leading TV streaming platform in the U.S.*, announced its integration of Unified ID 2.0 (UID2) across its premium streaming inventory. This adoption enables more precise targeting and secure data collaboration at scale, facilitated by automation through Roku Exchange. Developed by The Trade Desk, UID2 represents a pioneering identity solution shaping the future of the open internet.

1. Adoption of Unified ID 2.0:

• Objective: Enhance ad targeting and performance across Roku’s inventory.
• Platform Integration: UID2 integration enables interoperability across the programmatic ecosystem.

2. Benefits of UID2 Integration:

• Audience Reach: Advertisers can effectively reach audiences on Roku at scale using UID2’s interoperable identity.
• Seamless Activation: Integration allows for instant activation and measurement of campaigns using Roku’s identity data.
• Improved Performance: Enhanced targeting capabilities lead to higher return on ad spend (ROAS) and better campaign performance.

3. Leadership Insights:

• Jay Askinasi, SVP, Head of Global Media Revenue and Growth, Roku: Emphasizes the strategic importance of UID2 in revolutionizing the ad ecosystem and maintaining Roku’s leadership in TV streaming.
• Will Doherty, VP of Inventory Development, The Trade Desk: Highlights the value of UID2 in reaching streaming audiences at scale while prioritizing privacy.

4. Strategic Impact:

• Personalized Ad Experiences: UID2 adoption allows for more tailored ad experiences across platforms.
• Revenue and Demand: Enhanced targeting increases demand and revenue potential, contributing to a more efficient advertising ecosystem.

Roku’s integration of Unified ID 2.0 represents a significant advancement in ad targeting and performance, offering advertisers precise and scalable solutions. This move reinforces Roku’s commitment to delivering exceptional ad experiences while maintaining leadership in the TV streaming industry.