In another boost for addressability, Roku has launched a beta pilot for dynamic linear TV ad insertion (DLA).
The move follows the company’s March 2021 acquisition of Nielsen’s Advanced Video Advertising business and its dynamic ad insertion (DAI) and automatic content recognition (ACR) capabilities.
In October, Roku also struck a digital measurement deal with Nielsen’s digital content ratings service to allow publishers to measure content on Roku’s 55 million U.S. accounts.
DLA will let advertisers use consumer data to target different creative to viewers in different households watching the same linear TV channel.
The capability will “bring the performance and accountability of digital advertising” to linear TV, says Roku, which claims it will offer the industry’s largest DLA footprint.
AMC, Crown Media, Discovery and Paramount have signed on for DLA, according to Roku, which hopes to have more television companies on board prior to the commercial launch.
In separate news, on Monday, Roku announced a multi-year extension of its streaming distribution agreement with Amazon, which will keep the Prime Video and IMDb apps on Roku devices.