Roku announced a partnership with AI-powered ad tech platform Smartly to integrate Smartly directly with Roku Ads Manager. The collaboration lets marketers run connected TV campaigns on Roku using familiar social ad tools and workflows, aiming to streamline creative production and broaden access for social advertisers to Roku's streaming platform. The move is part of Roku's effort to keep its ad stack attractive to performance-focused marketers while the Fox acquisition is still pending, as larger streaming rivals push their own advertising solutions. The integration supports the narrative that Roku is broadening self-service ad tools and programmatic partnerships to support higher-margin advertising revenue.
Roku IncRoku partners with Smartly to integrate social ad tools into its platform, enhancing its ad stack for performance marketers.
Fox Corp Class ASmartly gains a distribution channel through Roku's platform, expanding its reach to connected TV advertisers.