“Roku is focused on democratizing access to CTV and making it easier to drive better results,” according to a company press release.  

Roku says advertisers can buy and optimize ads not just on Roku but other streaming platforms such as Netflix, Prime Video, Max, and Peacock.

Advertisers can build campaigns to get results based around specific outcomes including site visits, app installs, and product purchases.

The self-serve platform can also help optimize cross-platform streaming campaigns, by adding tracking pixels in creative executions.

The ability to use special interactive video overlays on creative will help brands that are looking to add QR codes, allow downloads of app, or redeem product discounts.

Roku Ads Manager also works with Shopify (expanding from its initial Roku deal) when it comes to shoppable ads on Roku, where viewers can purchase products from Shopify via their Roku remotes.

Roku believes the new ad manager will help bring in digital-first, social media-centric brands to connected TV (CTV) with targeting similar to what they can get from other digital media platforms.

This past summer, Paramount launched Paramount Ads Manager, where the self-serve platform can produce a 15- or 30-second advertising using generative AI tools from Waymark, a platform that helps local marketers produce video campaigns.

Also this year, Disney Campaign Manager expanded to include Hulu Ads Manager, as well as Disney+ and ESPN+ ad inventory under one self-service operation.

In May, during its upfront presentation, Warner Bros. Discovery revealed new advanced ad products available on Max -- shoppable ads, advanced contextual targeting and interactive video formats.