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Viacom Strikes Addressable Advertising Deal With Roku

Viacom said it formed a partnership with Roku to deliver targeted advertising to over-the-top viewers.

Viacom will be able to used data from Roku to address messages to custom audience segments viewing on Roku devices. Roku users streamed 5.5 billion hours of content in 2015.

Viacom has complained that tradition ratings don't include viewers watching its content on digital devices. The agreement helps monetize some of that viewing.

Viacom bought a stake in Roku earlier this year.

Read more at B&C.