Inside the Solve for the Clash Between Traditional TV and Digital Advertising

Columnist Tim Natividad on an old-school strategy for the streaming environment

Sujean Gahng for Adweek

Editor’s Note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Roku’s Tim Natividad discusses how he is responding to the growing number of performance-oriented and DTC brands that want to buy TV audiences. Below, in his own words, he discusses how he’s approaching the need with more precision than standard demo targeting.

Columnist Tim Natividad is head of performance advertising at Roku.