Adobe taps Roku to offer customers targeted OTT advertising

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.”

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.