Adobe taps Roku to offer customers targeted OTT advertising

Adobe
The deal with Roku will give Adobe’s marketing clients access to a substantial audience. (Adobe)

Adobe on Tuesday announced a new agreement with Roku to offer its Advertising Cloud, Adobe Audience Manager and Adobe Analytics customers the option to target audience segments with first-party data on Roku’s platform.

Adobe is promising the integration will provide activation for programmatic ad buying and access to Roku ad inventory so marketers can scale campaigns, manage frequency and 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 of Adobe Advertising Cloud, in a statement. “This partnership with Roku allows Adobe customers even more effectiveness while running campaigns on a leading TV streaming platform.”

Sponsored by Dell Technologies

Whitepaper: How to Elevate Your Content Delivery Workflows With Dell EMC PowerScale

Learn how Dell EMC PowerScale helps meet surging viewer demand while reducing costs with a single centralized platform for the ingest, processing, and delivery of the content your viewers love.

RELATED: Roku says it has more than 27M active accounts

“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 of the Platform Business at Roku, in a statement. “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.”

The deal with Roku will give Adobe’s marketing clients access to a substantial audience. Roku added nearly 8 million active accounts in 2018, increasing its total active accounts to more than 27 million at year end.

“We estimate that nearly 1 in 5 U.S. TV households now use the Roku platform to stream at least a portion of their TV viewing,” Roku said in a news release.

Roku said it recorded an estimated 7.3 billion streaming hours during the fourth quarter of 2018, up about 68% year over year. That brought Roku’s full-year 2018 streaming hours to approximately 24 billion, up about 61% from 2017.

Suggested Articles

Warner Bros. Pictures will release its entire 2021 film slate on HBO Max the same day they premier in theaters.

DirecTV and Dish Network are both experiencing massive channel blackouts as distribution talks with broadcasters break down.

After earlier this year testing a Watch Party feature for Hulu (No Ads) subscribers, the service is opening the option up to all its customers.