CTV providers court SME ad spend as the streaming wars enter a new era

In the wake of a pandemic-induced CTV boom, streaming service providers are working out how to bolster advertising revenues, and increasingly, that involves wooing the marketing managers of small-to-medium enterprises.

Roku appears to be preparing a renewed push in this direction, with buy-side sources telling Digiday that representatives of the streaming service have been preparing them for pending changes to its platform from late 2023.

Separate sources, both of whom asked not to be named due to their employers’ PR policies, told Digiday this would involve sunsetting support for its OneView offering – an enterprise ad platform built for TV streaming unveiled in 2020 – citing direct conversations with Roku.

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