Observed Signal · Jun 17, 2026 · Partnership · Source: Business Wire: AdTech · Impact: 3/5 · Sentiment: Positive
Smartly and Roku Partner to Bring Social Performance to CTV
Smartly, an AI-powered advertising technology platform, announced a partnership with Roku, Inc. to integrate Smartly with Roku Ads Manager via the Roku Ads API. The integration enables advertisers to run connected TV (CTV) campaigns using the same tools and social strategies they use for social media, streamline creative adaptation of social assets for TV, and measure outcomes on Roku’s streaming platform. Smartly and Roku say the connection will speed campaign activation, improve precision and measurability, and allow brands to extend high-performing social campaigns to the TV screen. The press release includes quotes from Smartly CEO Laura Desmond and Patrick Harris, Roku’s SVP of Global Advertising Sales & Partnerships. The article was published on 2026-06-17.
Partnership connects an AdTech creative/media platform (Smartly) directly to a major CTV ad platform (Roku) enabling social workflows on TV — relevant operational integration but not a broad policy or platform-level change.
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Key Takeaways & Evidence Grounding
- Smartly announced a partnership with Roku, Inc. on 2026-06-17.
- Smartly integrates directly with Roku Ads Manager via the Roku Ads API.
- The integration allows advertisers to run CTV campaigns using tools and workflows built for social advertising.
- The partnership supports adapting existing social creative assets for TV to reduce rebuild effort.
- Roku is described as the #1 TV streaming platform in the U.S., Canada, and Mexico by hours streamed (Hypothesis Group, Dec. 2025).
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Related Market Signals & Shifts
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Smartly and Roku Announce CTV Partnership
Smartly announced a partnership with Roku, Inc. on June 18, 2026 to bring social advertising performance workflows to Connected TV. The integration creates a direct connection between Smartly and Roku Ads Manager via the Roku Ads API, enabling marketers to activate CTV campaigns using the same tools and assets they use for social advertising. The collaboration aims to streamline creative adaptation for TV, speed campaign activation, and provide measurable outcomes on Roku’s streaming platform. The announcement includes quotes from Laura Desmond, CEO of Smartly, and Patrick Harris, SVP, Global Advertising Sales & Partnerships at Roku.
Roku Launches Self-Serve Ads API for Developers
Roku unveiled the Roku Ads API, a self-serve suite that gives developers and advertisers programmatic, automated access to its Connected TV (CTV) advertising tools. At launch the API supports reporting, audience targeting and conversion tracking, with campaign and creative management features planned later in the year. Roku positions the move to attract performance-focused advertisers to CTV by offering automated, data-driven workflows similar to those on major social platforms. Tealium is named as a launch partner, and Roku published full API documentation and credential access on its site. The announcement comes amid a broader industry push — including comparable moves from Comcast — to make CTV measurable and performance-oriented.
Smartly Integrates with Amazon DSP for Enhanced CTV Advertising
Smartly announced an integration with Amazon DSP that lets advertisers extend Smartly video campaigns to Amazon’s premium Connected TV (CTV) inventory — including Prime Video and Fire TV — as well as third‑party publisher inventory. The integration is available globally, with additional features scheduled to roll out later in 2026. It brings AI-powered creative optimization and personalization into CTV workflows, enabling advertisers to create, manage and optimize Amazon DSP campaigns within Smartly alongside social campaigns, with real‑time performance visibility and cross‑channel measurement to inform budget reallocation and incremental reach analysis. Smartly and Amazon Ads executives highlighted the efficiency, expanded reach, and measurement benefits for advertisers.
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