Digiday: Thanks to troves of audience data, Roku is moving from tech provider to media company

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Excerpt: Gibbs Haljun, managing director of media investment for Mindshare North America, said that the agency expects to buy more media from Roku next year — the platform itself continues to be a growing priority when it comes to over-the-top advertising. That said, while the Roku channel is part of the inventory that’s available to advertisers from Roku, it’s not as big of a priority as the overall Roku platform. This is largely driven by the fact that the Roku channel primarily offers licensed, non-exclusive programming, Haljun said.

“There’s value [on Roku], and the evolution of Roku is going to be interesting,” said Haljun. “But I believe more people use Roku as a device rather than as an entertainment channel.”

To learn more, read the full piece in Digiday.