Roku is the latest platform to integrate Unified ID 2.0 (UID2), an identity solution developed by The Trade Desk, across its streaming inventory.

Roku has been offering advertisers addressability through its first-party data gathered from the platform’s 83.6 million streaming households. Now with UID2, Roku can enable more personalized ad experiences across its inventory and devices at scale.

The integration of Roku identity data and UID2 allows advertisers to activate and measure campaigns instantly. The results for advertisers, according to Roku, are higher ROAS through improved audience reach, and more accurate targeting and measurement capabilities with better conversion rates.

“The adoption of Unified ID 2.0 represents another step forward in Roku’s strategic programmatic path, rooted in our goal to revolutionize the ad ecosystem,” says Jay Askinasi, SVP, head of global media revenue and Growth for Roku. “By further partnering with The Trade Desk, we aim to enhance targeting capabilities, improve ad performance and efficacy to drive growth, and maintain our leadership position in the TV streaming space.”

The Roku Channel is available in the U.S., Canada, Mexico, and the U.K.