Roku OneView (formerly Dataxu)
Cross-channel advertising software
Data management platforms (DMP)
Demand side platform (DSP)
Display advertising software
Mobile advertising software
Video advertising software
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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- Arts, entertainment, and recreation
- Media and communications
- Healthcare and life sciences
What is Roku OneView (formerly Dataxu)
Roku OneView (formerly dataxu) is a demand-side platform used to plan, buy, and measure programmatic advertising across connected TV (CTV) and other digital channels. It supports advertisers and agencies running cross-channel campaigns with audience targeting, frequency management, and reporting. The platform is positioned around Roku’s CTV ecosystem and identity/data assets, with workflows oriented to unified reach and outcomes measurement across screens.
Strong CTV activation focus
OneView is designed with CTV buying as a primary workflow, including tools to manage reach and frequency across TV-like inventory and digital channels. This aligns well with advertisers shifting budgets toward streaming and needing TV-style planning with digital controls. For teams prioritizing CTV performance and measurement, the product’s feature set is more directly aligned than many general-purpose ad buying tools.
Cross-channel planning and measurement
The platform supports campaign execution across multiple digital formats (including video and display) with consolidated reporting. It is built to help teams understand incremental reach and manage exposure across channels rather than treating each channel as a separate buy. This is useful for agencies and in-house teams that need a single operational layer for multi-format campaigns.
Backed by Roku ecosystem
As a Roku product, OneView can be used in conjunction with Roku’s advertising and data capabilities for CTV-centric strategies. This can simplify activation for advertisers that already prioritize Roku inventory and audiences. The ownership structure also suggests long-term product continuity compared with smaller standalone ad tech vendors.
Complexity for smaller teams
DSP workflows typically require specialized programmatic expertise, including trafficking, audience strategy, and measurement interpretation. Smaller marketing teams may find onboarding and day-to-day operations heavier than tools focused on simpler campaign execution. Implementation often involves governance around pixels, data sharing, and reporting definitions.
Roku-centric strategic fit
The platform’s differentiation is closely tied to Roku’s CTV footprint, which may be less compelling for buyers whose spend is concentrated outside Roku’s ecosystem. Organizations seeking a channel-agnostic approach may need to validate inventory access, identity approach, and measurement neutrality for their specific mix. This can affect how broadly OneView is adopted across an enterprise media stack.
DMP category in transition
While OneView is often associated with DMP-style audience management, the broader market is shifting due to privacy changes and reduced third-party cookie utility. Buyers may need to assess how the platform supports first-party data onboarding, identity resolution, and measurement in cookie-restricted environments. This can introduce additional dependency on partner integrations and data strategy maturity.
Plan & Pricing
| Plan | Price | Key features & notes |
|---|---|---|
| OneView (Enterprise / Managed DSP) | Custom pricing — contact Roku Advertising / Request demo | DSP/ad-buying platform built for TV streaming (OneView); access to Roku Audiences (first‑party data); Nielsen DAR audience guarantees; cross-channel planning (OTT/CTV, mobile, desktop); forecasting and forecaster tool; private marketplaces and data partnerships. No public pricing or self-serve subscription tiers listed on Roku's official site; pricing available via sales/product guide request. |
Seller details
Roku, Inc.
San Jose, CA, USA
2002
Public
https://www.roku.com/advertising
https://x.com/Roku
https://www.linkedin.com/company/roku-inc-/
