Roku’s presentation at this year’s NewFronts were a mix of new inventory and next-gen connected TV targeting.

Some of the announcements were more simple, such as opening up additional placements for brands. Roku’s cityscape-themed screensaver plays both before the device goes to sleep and when a television set is turned on, which features billboards that, up to this point, have largely been used to promote Roku original content. Now, these ads will be open to outside advertisers, with McDonald’s signed on to be the  first brand integrated into the artwork this summer. Roku says the screensaver is viewed in about 40 million homes each month.

But many other presentations, AI was also part of what Roku showed off for would-be advertisers. Roku’s Contextual AI service will allow brands to automatically find and book ad placement next to the most relevant content on The Roku Channel. The system will search the Roku library not just for specific shows that match a target audience, but also for plot moments that match a brand’s message, placing the ads in real time.

To catch up with the likes of Netflix and Disney, Roku also announced a slate of new originals for brands to advertise around. New titles debuting in the 2023-2024 broadcast year include “Charlie Makes a Record” starring Charlie Puth; “Celebrity Family Cook Off” hosted by Manolo Gonzalez Vergara and executive produced by Sofia Vergara; “Carpe DM with Juanpa” starring and executive produced by Juanpa Zurita; “Side Hustlers” featuring Emma Grede and executive produced by Reese Witherspoon’s Hello Sunshine; and the first-of-its-kind food competition show “Special Delivery,” which gives audiences the opportunity to immediately enjoy the winning dishes from the show.

Roku has also renewed several series, including “Honest Renovations,” hosted and executive produced by Jessica Alba and Lizzy Mathis; a new addition to the “Meet Me” franchise with “Meet Me in Rome”; and “The Great American Baking Show,” along with its celebrity edition.