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Programmatic advertising has several benefits, including: Efficiency : Programmatic advertising enables advertisers to reach their target audience more efficiently by automating the ad-buying process. Cost-effectiveness : Programmatic ads are cost-effective, as advertisers only pay for the impressions that their ads receive.
Roku is also likely able to collect more data about what people watch on a smart TV owned by the company — such as programming piped in through a traditional TV set-top box — vs. what it has access to via its CTV devices, and that expanded data set could help the company when selling ads on its platform. .
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