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Adobe and Roku partner on programmatic ad buy tech

Enables marketers to more effectively measure success on OTT

Adobe Advertising Cloud and Roku have joined forces to enable Adobe customers to target their first-party audience segments on the Roku platform.

The companies say the partnership will enable marketers can better scale their campaigns, manage frequency and more effectively measure success on OTT.

“Adobe Advertising Cloud’s focus on intelligence, accountability, targeting and inventory (especially TV) enables advertisers to deliver connected experiences in advertising to today’s increasingly discerning consumer,” said Keith Eadie, vice president and general manager, Adobe Advertising Cloud, Adobe. “This partnership with Roku allows Adobe customers even more effectiveness while running campaigns on a leading TV streaming platform.”

“With the shift to streaming, marketers have an unprecedented opportunity to reach consumers in a targeted, relevant way on TV,” said Scott Rosenberg, general manager, platform business, Roku. “Roku has a direct, first-party relationship with its consumers and the most advanced ad capabilities in OTT. This partnership gives Adobe clients a seamless way to activate their data and reach customers who’ve moved their TV viewing to Roku devices.”

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