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

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

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.