Following the purchase of Dataxu -- the demand-side platform it
bought last October -- Roku is now integrating DSP operations into starting up a new buying/management advertising service called OneView Ad Platform, which will add a strong video streaming component
for marketers. Roku says OneView will leverage TV identity data from the company's large U. S. streaming platform to manage advertising across OTT, desktop and mobile campaigns —
reaching what it says is an estimated four out of five U. S. homes.
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