Roku Deepens Ad Tech Play with Expanded Freewheel Partnership
SAN FRANCISCO, CA – October 18, 2025 – Roku today announced a significant expansion of its partnership with freewheel Advertisers Solutions, a Comcast-owned company specializing in TV advertising solutions. The broadened collaboration aims to streamline and enhance Roku’s advertising capabilities across its streaming platform, signaling a potential shift in the company’s competitive strategy within the rapidly evolving connected TV (CTV) advertising landscape.
The expanded partnership builds upon an existing relationship, now encompassing Freewheel’s advanced advertising technologies for increased addressability, measurement, and programmatic capabilities.Specifically, Roku will leverage Freewheel’s tools to optimize ad delivery, improve campaign performance for advertisers, and enhance the overall viewing experience for users.This includes improved targeting, frequency management, and cross-platform measurement.
“This expansion with Freewheel is a natural evolution of our commitment to delivering a superior advertising experience for both our advertisers and our users,” stated a Roku spokesperson. “By integrating Freewheel’s expertise, we’re strengthening our position as a leading platform for CTV advertising.”
The move comes as competition intensifies in the CTV advertising space, with major players like Amazon, Google, and samsung all vying for market share.Roku, traditionally focused on hardware and platform neutrality, has increasingly emphasized its advertising business as a key revenue driver. According to a recent Simply Wall St analysis, Roku’s advertising revenue has become a crucial component of its financial health.
Industry analysts suggest the partnership reflects a strategic move by Roku to differentiate itself through advanced ad tech, rather than solely competing on content or device sales. “It’s difficult to achieve a special return on investment just by following what others are doing,” notes Simply Wall St’s research. The expanded Freewheel integration allows Roku to offer advertisers more complex tools and data insights,possibly attracting increased ad spend.
The partnership’s full impact remains to be seen, but it underscores Roku’s growing focus on maximizing the value of its advertising inventory and solidifying its position as a central player in the future of television advertising. A comprehensive analysis of Roku’s financial condition, fair value estimates, and potential risks is available in Simply Wall St’s free research report.
