Roku introduces Advertising Watermark

Roku announced the Roku Advertising Watermark, a new authentication technology for its ad ecosystem. Free to use by publishers and advertisers, it confirms that ads are being viewed through a TV streaming device instead of on a desktop or mobile device.

Adtech providers who are integrating this Roku technology at launch include Google, Basis Technologies, HUMAN, Innovid and Magnite. Publishers include Discovery and FOX.

Dig deeper: More about HUMAN and The Human Collective.

The Roku Advertising Watermark connects with the Roku operating system to automatically verify publisher ad requests, as well as ad impressions. Roku’s OneView ad buying platform will also be the first to offer ad inventory that is automatically validated with the watermark.

“Together in partnership with Roku, we are creating a collectively protected ecosystem that brings even more trust and quality in a world where all TV will be streamed,” said Tamer Hassan, co-founder and CEO of HUMAN, in a recent release.

Why we care. Roku admits that this particular ad fraud scheme – over-exaggerating TV views on a laptop or on mobile phones – is rare. But it speaks to the value that Roku and other top streaming platforms, smart TV manufacturers and CTV ad sellers, buyers and tech partners are looking to solidify as the CTV space matures. 

It matters when the audience is viewing the ad on a TV, as opposed to a mobile device. If it’s on your phone screen, for instance, you can’t point your phone at it to capture a QR code.