The agreement will see Roku allow The Trade Desk customers to use its media and behavioural data to analyse their advertising campaigns.

Roku will also allow advertisers using The Trade Desk to access its automatic content recognition data, allowing them to suppress incremental households that have seen their linear TV adverts – a capability advertisers have had directly with Roku.

The partnership is intended to provide The Trade Desk customers with the ability to use Roku audience and behavioural data on Roku Media, and advertisers will be able to access Roku Media through a range of options in The Trade Desk in a private marketplace. 

Jed Dederick, chief revenue officer at The Trade Desk, said: “Connected television has emerged as one of the most powerful digital advertising channels on the open internet, and this new partnership with Roku will enable The Trade Desk’s clients to put valuable new data insights to work and fully optimise their campaigns.

“We are excited by Roku’s focus on interoperability and thrilled to forge a closer partnership as we bring the full power of the open internet to bear for all advertisers.” 

Jay Askinasi, senior vice-president, head of global media revenue and growth at Roku, added: “Matching Roku’s reach with the power of The Trade Desk’s innovative solutions will unlock new ways for marketers to reach the right TV streaming audiences strategically.

“We strive to be even more interoperable with the most prevalent buying platforms in the market to meet our advertisers where they are.”