Roku Offers Guarantees to TV Advertisers – Multichannel (Apr 3, 2017)
Roku is going to start selling the ability to target specific demographics with advertising, and therefore claims to be replicating the traditional TV ad buying model more closely than most other online platforms. Roku already sells some ads for certain channels on its devices, and this is part of an effort to beef up that part of its business. It appears that part of what will enable Roku to do this is a two-year-old partnership with Nielsen to measure demographics and match them with Nielsen’s own. A big barrier to content owners putting more content onto online platforms has been the inability to measure and monetize audiences, so if this new offering is successful, it should help alleviate those fears, on Roku devices at least. But of course this also raises issues around privacy and tracking, and it will be very interesting to see how Apple and Amazon play in this space, especially given that Apple is generally data- and tracking-averse when it comes to user behavior, especially at a granular level.
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