Magna Makes OTT Ad Deal With Roku

Agreement includes targeting, measurement, programmatic
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Pursuing viewers who are watching video over-the-top, major media agency Magna says it made a deal with Roku that will enable it to deliver targeted advertising during streaming programming.

The deal gives Magna accelerated access to Roku’s advanced advertising capabilities, including precision targeting, programmatic workflows, interactivity and audience measurement.

RELATED: comScore to Offer OTT Ratings for Ads on Roku

With more viewing moving away from traditional linear networks, media buyers are working to reach consumer via digital video and on-demand programming.

During last year’s upfront, Magna made a big deal with YouTube that meant some of its clients' ad dollars that had gone to TV would go instead to Google Preferred, a package of YouTube’s most watched original videos.

Read more at B&C.