Roku and FreeWheel Join Forces on TV Streaming Advertising Tech

Roku has partnered with FreeWheel to introduce a suite of solutions designed to maximize the value of streaming TV for advertisers and publishers. According to Nielsen, time spent on streaming TV surpassed broadcast and cable for the first time since 2022, while eMarketer predicts that 57% of U.S. digital video users will engage with an advertising-based video on demand (AVOD) service this year.

One of the key advancements resulting from this collaboration is the integration of Roku’s demand application programming interface (dAPI) with FreeWheel’s TV platform. By leveraging Roku’s dAPI, publishers gain direct, automatic, and real-time access to a broader pool of advertiser demand. This integration streamlines ad operation workflows and enhances inventory quality control, leading to improved publisher yield and revenue.

Publishers can now use Roku platform signals to enable advertisers to target specific audiences and measure campaign performance without relying on cookies. The partnership also leverages data clean room technology to activate additional data sets, offering better measurement and monetization opportunities for publishers and agencies.

In addressing concerns surrounding inventory quality, FreeWheel employs Roku’s Watermark solution, working in conjunction with cybersecurity company Human Security’s MediaGuard technology, to combat sophisticated invalid traffic (IVT) and fraud in TV streaming. The Advertising Watermark, an authentication solution for TV streaming, provides marketers with the assurance that their advertising investments reach genuine streamers. By validating ad measurement signals, the technology helps prevent device spoofing and app spoofing.