Roku has announced a new demand-side platform (DSP) for advanced advertising, OneView, a rebrand of assets acquired in November amid its $150 million acquisition of Dataxu. Roku, which just upped its tally of active users for its OTT device ecosystem to 40 million, said OneView integrates the reach, inventory and capabilities of Roku advertising with the identity and attribution tools of DSP Dataxu. The OneView platform will reach the 40 million viewers who use Roku devices to watch OTT content. RokuOneView marries programmatic ad buying with data management, media planning and attribution tools, targeting marketers participating in an OTT advertising market that’s expected to grow by 31% to $5 billion in 2020, according to Magna Global. “Our goal is to help advertisers and content partners invest for a world where all TV is streamed,” said Scott Rosenberg, senior VP and GM of Roku’s platform business, in a statement. “OneView provides the data and scale across the entire TV landscape so marketers can plan, buy and measure TV advertising and ultimately shift spend to streaming more quickly.
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