Roku Advertising
Self-Service Access · Roku Ads ManagerThe One CTV Platform With a
Documented ZIP Code Targeting AND Retargeting Pixel.
Roku Ads Manager is one of the few self-service CTV platforms with both ZIP-code geographic targeting and a confirmed website retargeting pixel documented in its own help center — a combination that matters for local businesses.
What It Is
Roku Ads Manager, Explained
Roku is a connected-TV device and streaming platform, and Roku Ads Manager is its self-service advertising tool for placing video ads on The Roku Channel and ad-supported content across apps on Roku devices. Because Roku sits at the device level rather than owning a single content library the way Hulu or Paramount+ do, its ad inventory spans whatever ad-supported apps a viewer is using on their Roku device. Campaigns can access eligible inventory through this supported advertising platform; Secret Systems is an independent advertising service, not an official Roku advertising partner.
Geographic Targeting
One geography type applied per targeting rule, documented in Roku's own Self-Serve Help Center.
Source: Roku Self-Serve Help Center — Location targeting · Verified 2026-09-09
Retargeting
Supports retargeting site visitors and building custom audiences, including excluding people who already converted.
Custom Audiences
Custom audience uploads are supported through Roku Ads Manager's audience tools.
Unlike Hulu and Paramount+, Roku does not publish a single official minimum spend figure in its own help documentation. A $500-per-campaign figure and a $20–$60 CPM range are commonly cited in third-party guides as planning estimates — treat both as estimates, not guaranteed official minimums, until confirmed directly inside Roku Ads Manager account setup.
Targeting
What Roku Campaigns Can Target
- State, ZIP code, or DMA-level geography (one geography type per targeting rule)
- Age and gender demographic targeting
- Household income targeting — excluded specifically for political ad campaigns
- Custom audience uploads through Roku Ads Manager's audience tools
- Website-visitor retargeting via pixel, with the ability to exclude existing converters
Website Retargeting on Roku
How the Roku Pixel Works
Roku's website pixel is one of the more clearly documented retargeting tools among self-service CTV platforms. Here's the practical flow Secret Systems builds around it:
The Roku pixel is placed on the business's website to record eligible visits.
Visitors become eligible for a retargeting audience, subject to Roku's minimum audience-size and matching rules.
Visitors who already converted can be excluded, so ad spend isn't wasted re-showing an ad to an existing customer.
The commercial is delivered to eligible retargeting-audience members across Roku's ad-supported inventory.
A return visit, call, or conversion is tracked back to the campaign and captured as a lead.
Why Pair This With Secret Systems
Documented Targeting Still Needs
Somewhere Real to Send the Click
Roku's ZIP targeting and retargeting pixel are genuinely strong self-service tools — but they only produce leads if the destination behind them is built correctly. Secret Systems installs the pixel, builds the landing page, wires up tracking, connects the CRM, and sets up automated SMS/email/call follow-up, so a Roku impression has a real path to becoming a booked customer.
Frequently Asked Questions
Roku Advertising Questions
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Put Your Business
on Roku
Tell us who you want to reach. Secret Systems will build the Roku campaign, the pixel, and the funnel behind it.