The agreement will allow Roku to provide marketers with software to plan, purchase, and manage ad spend across TV and OTT providers.
While OTT makes up 29 percent of TV viewing, it has only captured three percent of TV ad budgets. And advertisers spend an estimated $ 70 billion on traditional TV ads. This acquisition can help Roku, which has more than 30.5 million active accounts, get a larger portion of the pie. It may be critical considering that Roku actually lost money in 201
Roku has faced criticism for letting its Roku TVs fancy your shows and for selling user data to advertisers. Unfortunately, it's pretty common, but with settings like "Limit Ad Tracking" it can be controlled a bit.
Roku expects to terminate Dataxu agreement in the fourth quarter of 2019.