• by Wayne Friedman , July 12, 2023

Roku has expanded its deal with supply-side platform FreeWheel enabling advertisers to access all available ad inventory offered by the streaming programmers distributed by Roku.

FreeWheel executives say the the deal enables the two platforms to be more interoperable, which many of Roku's programming services have considered a major issue to date.

As part of the deal, FreeWheel publishers can enable advertisers to target audiences and measure campaigns through Roku's platform without relying on cookies.

FreeWheel will also use Roku’s clean-room technology to match its publishers’ first-party data with Roku device IDs. All this will aid in eliminating frequency issues -- too many of the same ads that viewers see.

FreeWheel will also use Roku’s ad fraud detection watermark in partnership with cybersecurity company Human Security.

Roku expects those integrations -- including both clean-room and ad -raud technology -- to be available in 2024.