Adobe, Roku Partner On OTT Ad Targeting

Adobe will soon allow its users to target their first-party audience segments on Roku’s over-the-top video platform.

At its Adobe Summit in Las Vegas Tuesday, Adobe said customers of Adobe Marketing Cloud, Adobe Audience Manager and Adobe Analytics products will be able to target the fast-growing OTT audience through Roku devices.

Users will have access to programmatic-buying options and Roku’s advertising inventory, allowing for easier scaling, management and measurement. 

The tie-up gives Adobe customers access to the largest OTT platform, while Roku gains a partner that can help boost its programmatic advertising business.

Roku is the market leader in connected TV devices and has also brought its platform to smart TVs. At the same time, the company is betting on its advertising-led platform business to be the growth driver of the company.



Advertising on Roku’s platform business is a mix of direct sales and programmatic, with automated buying offerings becoming a bigger piece of the puzzle each year. The company has also invested in its own streaming service, The Roku Channel, which provides a library of video content, and access to premium channels.

“With the shift to streaming, marketers have an unprecedented opportunity to reach consumers in a targeted, relevant way on TV,” says Scott Rosenberg, GM of Roku’s platform business.

“Roku has a direct, first-party relationship with its consumers and the most advanced ad capabilities in OTT. This partnership gives Adobe clients a seamless way to activate their data and reach customers who’ve moved their TV viewing to Roku devices,” he added.

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