Streaming platform Roku has launched a new connected TV advertising marketplace in Brazil, marking the company’s latest international expansion as it seeks to capitalize on that country’s booming streaming audience.
The move allows advertisers and publishers to reach Brazilian viewers through Roku’s ad-supported streaming content, using the company’s proprietary data, targeting, and measurement tools. Roku said the launch represents a major step forward in its global growth strategy, following its dominance in key markets like the United States, Canada and Mexico.
“With Brazil on track to become the world’s third-largest FAST market by 2029, our advertising solutions will reshape connected TV advertising in Brazil,” said Lucio Grimaldi, the Director of LATAM Advertising Sales at Roku. “Earlier this year, we added 30 FAST channels to our Live TV Guide to match this expanding market, and now we want to help advertisers overcome their biggest challenges.”
Grimaldi said Roku’s ad technology delivers “reach, relevancy and results” that translate to “authentic engagement with millions of users” through data-driven precision and trusted insights.
Under the new program, advertisers in Brazil will be able to run targeted, in-stream ads on Roku’s platform and design campaigns using premium formats, including the Marquee ad unit on the Roku home screen. Media buyers will gain access to Roku’s premium ad inventory directly or through more than 25 authorized partners, including Mercado Ads and SBT.
The offering also gives brands the ability to buy media on curated channels covering local content, sports, movies, news and entertainment, using broadcast-quality programming licensed from publishers. Roku’s interoperable ecosystem supports multiple buying methods and includes unique proprietary IDs with every campaign, allowing advertisers to measure and optimize performance.
“Data-driven insights are key to our model,” Roku said, noting that advertisers can analyze audience preferences, genre trends and streaming habits from Brazilian viewers to better target and adjust campaigns.
Mario Meirelles, the Senior Director at Mercado Ads Brazil, said the partnership strengthens advertisers’ ability to reach consumers across streaming environments. “Our partnership with Roku Advertising in Brazil strengthens our value proposition by expanding our CTV network,” he said. “It allows advertisers to reach our audience in highly engaged environments like Roku while leveraging first-party data and comprehensive tracking capabilities.”
