AMENIA, NY — As cookies disappear and mobile identifiers fade, connected TV is becoming an exciting platform for advertisers to achieve real business outcomes.
That is leading Roku, a pioneer in streaming TV, to focus on more performance-based advertising as the medium matures – and as ad dollars continue to shift from traditional TV.
“Where we think the future of performance in television is really more DR-based and outcome-based objectives,” says Miles Fisher, Sr. Director of Strategic Advertising Partnerships at Roku, in this video interview with Beet.TV contributor Rob Williams.
The company has been on “an exciting journey” over the last two years with its programmatic strategy, Fisher says. That has included making more signals available to buyers, such as genre or show-level content data.
“As buyers are shifting to programmatic, we’re meeting them where they are,” he says.
“It’s really about making the right inventory available and doing holistic optimization so …