Viacom Strikes Advertising Deal with Roku as Its TV Ad Revenue Falls

First programmer to access streaming service’s audience data

As second-quarter TV ad revenue fell 5 percent, Viacom is hoping that a new targeted advertising deal with Roku will help resuscitate its advertising business. Viacom and Roku announced a new partnership today which will give Viacom access to Roku's audience data and enable the company to deliver targeted advertising to Roku's various audience demos.

"Viacom's unique partnership with Roku extends our game-changing ecosystem, bringing targeted advertising at scale in a way that—until now—was not available in the premium television environment," said Kern Schireson, Viacom's evp of data strategy and consumer intelligence, in a statement.

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