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.
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
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