• by David Goetzl , September 27, 2011

TidalTV, which focuses on inserting addressable advertising in online video, has a deal to serve ads in over-the-top programming delivered by Roku boxes. The ads will run as pre-rolls in some Roku content.

Roku has agreements with brands such as Crackle, GBTV (Glenn Beck's new online venture), the UFC, Netflix and Hulu Plus. It's unclear exactly what content will be open to TidalTV-served advertising.

TidalTV, which has worked in the mobile space, has looked to move further into TV with its proprietary targeting and recently opened a West Coast sales office. TidalTV cited research showing that advertising spending in over-the-top video should reach $20 billion globally over the next five years.

The net indicated it is working with advertisers to use its technology to run spots across multiple platforms with Roku now added to the mix.

"Though the video marketplace has become increasingly complex, advertisers' ultimate goals remain unchanged -- to reach their brand's targeted consumers and achieve a given outcome," stated TidalTV Chief Product and Media Officer Brad Herman.

Herman added that TidalTV is able to deliver these desired outcomes when "we break down the screen-specific silos and think in terms of optimizing reach and performance seamlessly across the entire video campaign."