Roku has also announced its adoption of Unified ID 2.0 (UID2), an identity solution, across its streaming inventory. Roku says its advertisers can now implement more precise targeting and a secure means to facilitate data collaboration, powered by automation through Roku Exchange. Developed by The Trade Desk, UID2 is an identity solution that is helping pioneer the new identity fabric of the open internet. Roku has been at the forefront of addressability, with robust first-party data from the platform's 83.6 million Streaming Households. Now with UID2, Roku is empowering advertisers to deliver more personalised ad experiences across Roku's inventory and devices at scale. UID2 integration enables Roku Media to become interoperable across the programmatic ecosystem.