Former Roku Execs Launch Smart TV Advertising Network

Two former Roku executives are getting ready to compete with their old colleagues in the TV advertising space: Steve Shannon, formerly senior vice president of content and services at the streaming device maker, and Jim Lombard, who headed advertising sales at Roku, came out of stealth with their new smart TV advertising startup Tetra TV Tuesday. Shannon heads the company as CEO, while Lombard serves as its chief revenue officer. Tetra TV wants to help advertisers reach audiences across all connected TV platforms, explained Shannon in a recent conversation with Variety. “Advertisers are excited about connected TV,” he said, predicting that the entire $70 billion TV advertising market would eventually move to streaming media. The hold-up has been that it’s hard to target smart TV audiences across individual devices and apps, argued Shannon: “It is such a heterogeneous environment.” For advertisers looking to reach large audiences, there have really only been 2 platforms, he said: Roku and Hulu.

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