Today, Roku, Inc. announced the launch of Nielsen’s Digital Ad Ratings (DAR) within the streaming platform’s OneView ad buying solution. This offers a guarantee to advertisers that they only pay for impressions within the specific age and gender demographics that they select, using DAR through OneView.
OneView enables buying and measurement of ad space on The Roku Channel and in Roku ad experiences. The aim is to provide advertisers with the capability to plan an entire streaming campaign with comparable measurement to traditional TV.
Publishers within Roku’s environment who choose to enable OneView can also save money by wasting fewer ad impressions to fulfill audience guarantees when they use Roku’s proprietary data assets, according to the company.
“Now, upfront advertisers in OneView will be among the first to see audience overlap across major devices, channels and publishers on their plan,” said Louqman Parampath, Roku’s vice president of product management, in a company release. “Our goal is to offer diverse tech and measurement offerings that move the industry forward.”
Why we care. CTV streaming platforms like Roku have been disrupting the traditional TV landscape by offering a cheaper alternative to cable for consumers who cut the cord. Then, the environment fragmented further when traditional publishers launched their own streaming apps (Disney+, Paramount+, etc.).
Advertisers can now see the value in a one-stop buy-side solution like OneView that can deliver targeted campaigns, using Nielsen measurement and their own user data, on TV screens, mobile devices and even desktops that stream Roku.
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