Roku (ROKU) and FreeWheel, a Comcast (CMCSA) company, announced they’ve expanded their programmatic partnership to make Roku content, including The Roku Channel, available to FreeWheel demand partners through Roku Exchange. For the first time under the partnership, a new, standard protocol will enable real-time bidding among programmatic platforms, offering advertisers a CTV supply marketplace where they can find their audiences holistically and at scale.
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