Roku, Inc. ( ROKU ) on Tuesday announced plans for a new data-driven TV streaming partnership with The Trade Desk, Inc. ( TTD ) to equip advertisers with better planning, buying, and measurement of TV streaming media. 

Roku ( ROKU ) intends to enable advertisers on The Trade Desk ( TTD ) platform to utilize Roku’s media, audience, and behavioral data, enhancing their campaign optimization for TV streaming viewers.

“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,” said Jay Askinasi, SVP, Head of Global Media Revenue and Growth, Roku ( ROKU ). 

With the TV streaming landscape becoming more crowded, advertisers seek effective ways to reach viewers at scale. 

Leveraging Roku’s automatic content recognition data, advertisers on The Trade Desk ( TTD ) can now suppress households that viewed their linear TV ads, a capability previously exclusive to Roku ( ROKU ), now accessible within an independent media buying platform on Roku Media.

“CTV has emerged as one of the most powerful digital advertising channels on the open internet, and this new partnership with Roku ( ROKU ) will enable The Trade Desk’s clients to put valuable new data insights to work and fully optimize their campaigns,” said Jed Dederick, Chief Revenue Officer, The Trade Desk ( TTD ). 

In a separate press release, Roku ( ROKU ) announced an expanded measurement partnership with iSpot.tv, the cross-platform TV measurement company. “The first-of-its-kind arrangement is multifold, with each company sharing measurement capabilities to drive innovation, opportunity, and advertiser value within the broader streaming TV ecosystem,” according to a press release.

Price Action: TTD shares are trading lower by 0.73% to $83.88 at last check Tuesday, while ROKU ( ROKU ) shares are trading higher by 0.43% to $58.91.

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