Roku is set to reveal a tie-up with The Trade Desk as the streaming platform further opens up programmatic access

If media industry observers need any clarification that digital is firmly part of its mainstream, they need only look at how the previously distinct lines between the NewFronts and the upfront are blurring.

Google hosted its NewFronts pitch on Monday and announced tie-ups with the likes of Disney, Paramount, NBCUniversal, and Warner Bros. Discovery, whereby the streaming providers will make their ad inventory available via its Display & Video 360 platform.

As the 2024 NewFronts season enters day 2, Roku is poised to underline this trend with the announcement of The Trade Desk–the ad industry’s largest independent demand-side platform as a key ad tech partner, Digiday understands.

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