TV streaming platform Roku, Inc. (NASDAQ:ROKU) unveiled Roku Exchange, an advertising technology solution designed to bridge ad inventory with advertiser demand directly.

This platform represents a significant advancement in streaming-first advertising technology.

"Roku Exchange is the mediation layer that serves ads and enriches impressions, based on Roku data from over tens of millions of streaming households," said Louqman Parampath, VP of Product Management, Roku.

Roku Exchange is integrated with the Magnite supply-side platform (SSP), positioning it as a central hub for supply integrations, fair auctions, and ad decisioning within Roku's platform.

Related Read: Roku Unveils New Video Experiences, Ad Solutions, And Content Partnerships

This integration extends Roku's reach into the broader programmatic landscape, facilitating more efficient ad transactions.

The exchange offers programmatic access to TV streaming inventory, allowing advertisers to target audiences more accurately with features like audience-based ad decisioning and AI optimization.

These tools are designed to maximize engagement by personalizing ad breaks and tailoring creative campaigns to viewer preferences.

Demand-side platforms are leveraging Roku Exchange's customization capabilities, which enhance the success of Roku Media on these platforms.

Roku's approach also supports diverse advertising needs, from mobile app promotions to locally targeted campaigns.

Price Action: ROKU shares are trading lower by 0.57% at $57.84 at the last check Wednesday.

Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.

Read Next: Cathie Wood Remains Bullish On AI Investments Despite Nvidia Stock Adjustments

Photo via Shutterstock