As a larger share of digital video impressions flows to connected TV devices, device makers like Roku are taking more control over the ads running on their connected TV platforms.

Roku has updated its advertising guidelines to impose new restrictions over the ads running in publisher apps. Some of the rules make it more difficult for third-party ad networks to target ads on their connected TV platforms and can be enforced to prevent third-party ad networks from accessing that inventory altogether. The restrictions have already contributed to Facebook’s recent decision to shut down its connected-TV ad network.

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