Roku Now Incorporated into the FreeWheel Streaming Hub, Deepening Strategic Partnership to Power the Premium CTV Ecosystem

Today, FreeWheel, the leading global technology platform for the streaming advertising ecosystem, and Roku, the #1 TV streaming platform in the U.S.*, announced a major expansion of their longstanding partnership, following strong results from the collaboration launched in 2024. With this strategic move, Roku establishes the FreeWheel Streaming Hub as an important platform for Roku Advertising, deepening the pair’s connection and delivering greater value to mutual partners.

Roku’s premium CTV supply can now be activated through the FreeWheel Streaming Hub with better demand signals, more transparency, and more efficient monetization. At the same time, this partnership creates greater scale for buyers to transact more efficiently with Roku inventory, with a direct path to the FreeWheel Advertiser Suite.

“At Roku, we want to create better outcomes for all of our advertisers and content partners, with more transparency and streamlined workflows,” said Miles Fisher, Senior Director, Strategic Advertising Partnerships, Roku. “This collaboration with FreeWheel is a great opportunity to represent supply to buyers and deliver a more efficient, data-rich environment.”

With this deeper collaboration, Roku can seamlessly manage direct-sold and programmatic campaigns and distribution inventory, as well as tap into demand via the FreeWheel Marketplace. Participating publishers have direct access, and for the first time, they can connect directly to Roku’s supply in the FreeWheel Marketplace, through a standardized, Open Real-Time Bidding-based connection. Additional enhancements include direct access to the FreeWheel Curation Hub and Freewheel Buyer Cloud.

“The combination of Roku’s scale and market leadership in CTV and FreeWheel’s premium content and direct connections make this collaboration a game changer for the CTV ad marketplace,” said Greg Bel, Vice President, Head of Supply, FreeWheel. “Our expanded partnership is a marked transformation, as Roku shifts from a demand partner to a full platform client, truly impacting our mutual partners by giving them the ease, speed, and precision they asked for.”

“As one of the world’s leading media and entertainment companies, NBCUniversal has long been focused on making premium video easier for advertisers to buy and measure,” said Alison Levin, President of Advertising and Partnerships at NBCUniversal. “Roku’s large scale and this expanded partnership with FreeWheel creates more transparency and efficiency across the marketplace, ultimately driving better outcomes for both advertisers and publishers.”