Roku has begun rolling out a new targeted video ad system to its users.
Users of the video-streaming service will begin to see richer and more personalised ads in the Roku app, it's been reported.
It's because Roku has teamed up with video ad provider Innovid to bring more sophisticated advertising to its platform. As TechCrunch reports, these adverts will include an interactive element, with viewers able to use their Roku remotes to play games or quizzes.
It will also be possible to check out a local retailer's top products or current sales, as well as watch extended videos related to a product.
CBS, VEVO and Crackle will all be adding this ad system to their Roku apps.
The report reveals that Roku and Innovid have worked on specific ads before, but this is something different. Now, Innovid's technology will be built into Roku's SDK as an integral part of the Roku Ad Framework.
It's claimed that this partnership went live a month-and-a-half ago, but the two companies are only just announcing it now.
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At first, this new system will largely play out on your TV. However, the stage is apparently being set for a targeted video ad system that extends to your other devices too. The example used is that viewers watching a trailer for a new film could press a button on their TV remotes and have showtime information sent to their smartphones.
It could even push the booking information directly to the related mobile app, ready for you to hit "Buy". That could get expensive.