Roku has furthered its partnership with FreeWheel by integrating its premium connected TV ad inventory into FreeWheel’s Streaming Hub. This collaboration allows Roku’s CTV supply to be utilized through the Comcast advanced ad unit’s Streaming Hub, offering improved demand signals, enhanced transparency, and more efficient monetization.
The expanded partnership enables buyers to transact more efficiently with Roku inventory, providing a direct connection to the FreeWheel Advertiser Suite. This deeper collaboration allows Roku to manage direct-sold and programmatic campaigns, distribute inventory effectively, and access demand through the FreeWheel Marketplace.
Participating publishers can now directly connect to Roku’s supply in the FreeWheel Marketplace through a standardized, open real-time bidding-based connection. Additional benefits include access to the FreeWheel Curation Hub and Freewheel Buyer Cloud.
In the second quarter, engagement on the Roku TVOS platform reached 35.4 billion streaming hours, marking a 15% year-over-year increase. The Roku Channel FAST experienced significant engagement growth, becoming the No. 2 app on the platform in Q2. The Roku Channel’s share of monthly U.S. TV viewing rose from 1.6% in August 2024 to 2.8% in August 2025.
Roku has been actively expanding partnerships to provide advertisers more opportunities to connect with its commercial inventory. For example, in June, Roku inked a deal allowing advertisers to access its extensive CTV inventory through Amazon’s demand-side platform.
Alison Levin, President of Advertising and Partnerships at NBCUniversal, emphasized that the expanded partnership between Roku and FreeWheel enhances transparency and efficiency in the marketplace, benefiting both advertisers and publishers. Jill Steinhauser, Group Senior VP of Platform Monetization and Partnerships at Warner Bros. Discovery, highlighted that this collaboration offers advertisers greater access to streaming audiences at scale, driving more effective results for all parties involved.
Disclaimer: This article has been auto-generated from a syndicated RSS feed and has not been edited by Vitrina staff. It is provided solely for informational purposes on a non-commercial basis.
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