Roku, the #1 TV streaming platform in the U.S., and FreeWheel, a global leader in television advertising technology, have expanded their programmatic partnership. This move brings Roku content, including The Roku Channel, to FreeWheel demand partners via Roku Exchange. For the first time, this partnership enables real-time bidding among programmatic platforms, providing a premium CTV supply marketplace for advertisers to reach their target audiences at scale.

Key Features of the Expanded Partnership

1. Real-Time Bidding in Programmatic Platforms

• The new protocol introduced by Roku and FreeWheel will enable real-time bidding, offering advertisers a direct and transparent way to access Roku’s premium content across programmatic platforms.
• Advertisers can now find their audiences holistically, benefiting from Roku’s unmatched reach and premium content quality.

2. Breaking Down Supply Chain Silos

• The partnership aims to address the fragmented TV and digital landscape by creating a seamless experience for viewers with relevant ads served through an integrated supply chain.
• FreeWheel’s technology provides Roku with programmatic sophistication and access to demand-side partners, enhancing advertiser reach and ad targeting capabilities.

3. Access to Roku’s Premium Content

• FreeWheel demand partners will gain access to Roku’s app ecosystem and The Roku Channel, enabling them to serve ads on a wide variety of premium content within Roku’s environment.
• The integration ensures that consumers receive the best ad-supported streaming experience, maintaining the high quality of content Roku is known for.

4. Enhanced Scale and Performance

• This partnership addresses the growing demand from marketers for increased scale and better performance by providing advertisers with the ability to reach audiences across the complete streaming experience.
• The integration supports various activation options, including DSPs, SSPs, and Publisher Direct, giving clients more flexibility and efficiency in their ad campaigns.

Impact on Advertisers and Consumers

1. Unmatched Reach for Advertisers

• With access to 85.5 million streaming households, Roku provides advertisers with the potential to reach a massive and diverse audience on FreeWheel’s platform.
• By leveraging FreeWheel’s premium inventory, advertisers can optimize and scale campaigns, ensuring a superior experience for viewers while meeting brand objectives.

2. A More Transparent Advertising Landscape

• Both Roku and FreeWheel emphasize the importance of transparency within the TV advertising ecosystem. The integration is designed to break down silos, improving the overall ad experience for both advertisers and consumers.

Leadership Perspectives

• Miles Fisher, Senior Director, Strategic Advertising Partnerships at Roku:
  "To ensure ad-supported streaming remains a premium experience, interoperability across the TV landscape is crucial. We are excited to offer more advertisers access to our content through FreeWheel."
• Greg Bel, Executive Director, Strategic Partnerships at FreeWheel:
  "Roku inventory is a major addition to our platform, enabling a premium ad experience for both brands and consumers in a transparent TV landscape."
• Eyal Ebel, SVP, PMX Platform Partnerships:
  "This integration offers our clients more options and transparency in activating their campaigns, helping them reach audiences holistically across the viewing experience."

Roku’s expanded partnership with FreeWheel marks a significant step forward in the evolution of programmatic advertising for connected TV (CTV). By enabling real-time bidding and offering access to premium content, this integration not only gives advertisers more scale and flexibility but also ensures a high-quality, transparent experience for viewers. With over 85.5 million streaming households in reach, this partnership is poised to shape the future of digital video advertising.