Roku Inc ROKU inked a new partnership with FreeWheel to create a comprehensive industry solution for advertisers and publishers with the goal of unlocking the full potential of streaming TV.
As part of the deal, both companies will launch new technological offerings to simplify and boost TV streaming.
Roku has incorporated its demand application programming interface (dAPI) into FreeWheel's TV platform to enable this partnership.
Also, publishers can use Roku platform signals to allow advertisers to target audiences and estimate campaign performance.
“Our goal is to create a better TV experience for our partners and consumers. This new collaboration brings together an industry-leading blend of data, tech and reporting to accelerate the shift from traditional TV to streaming TV.” said Youssef Ben-Youssef, Roku's senior director of technology partnerships.
On Tuesday, Roku announced a partnership with Shopify SHOP through which viewers will be able to purchase products from Shopify merchants directly on their TVs.
Price Action: ROKU shares are trading higher by 0.7% at $76.00 on the last check Wednesday.
Now Read: Roku Joins The Live Sports Streaming Race, Grabs Rights To This Sport
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