Comcast's FreeWheel and Roku broaden their ad dealComcast's FreeWheel and Roku broaden their ad deal

Today, Roku, the #1 TV streaming platform in the U.S.* and FreeWheel, a global technology platform for the television advertising industry, announced they've expanded their programmatic partnership to make Roku content, including The Roku Channel, available to FreeWheel demand partners through Roku Exchange. For the first time under the partnership, a new, standard protocol will enable real-time bidding among programmatic platforms, offering advertisers a robust, premium CTV supply marketplace where they can find their audiences holistically and at scale.

In today's fragmented TV and digital landscape, providing a high-quality streaming experience where viewers are served relevant ads requires breaking down silos across the supply chain. By choosing FreeWheel, Roku gains access to its world-class technology and programmatic sophistication as well as the ability to leverage FreeWheel's direct relationships with demand-side partners. FreeWheel in turn will be able to give demand partners access to Roku’s premium content and unmatched reach.

Read the full press release here.

Roku

*By hours streamed (Hypothesis Group: Dec 2023)