But Roku has recently pivoted away from promoting its own adtech, three buy-side sources told ADWEEK. One source noted that Roku sales representatives have recently only been pitching the media offerings, whereas previously, reps used to also pitch the DSP. Digiday reported in February that Roku was planning on sunsetting its DSP later this year, citing anonymous sources.

While Parampath did not comment on the future of Roku’s DSP, he has previously told ADWEEK that the company is embracing more partnerships with the programmatic ecosystem, rather than building hedges around its inventory and data.

More tailored ad experiences

Via Roku Exchange, buyers can target media using contextual metadata signals, like the genre, category of show and where the ad is in the pod break.

Roku has also built the ability to show more tailored ad experiences to customers, meaning that viewers will see a different number of ad breaks, varying lengths of ads and different creative, depending on who they are.

Roku has been beefing up Roku Exchange with new tech capabilities for the programmatic ecosystem over the past six months, said Parampath. Magnite is already integrated with Roku Exchange, but Roku is open to additional adtech partnerships.

“We are looking to diversify our demand substantially,” Parampath said. “As we scale up our demand sources, we wanted a layer to pass all the needs in the bidstream.”