Leading DSP unlocks 80% of global smart TV market with custom authentication SDK

Our client is a leading independent demand-side platform (DSP) that enables brands such as Netflix, FOX, and CVS, as well as agencies, to improve advertising campaign performance. By combining AI-led decision-making with access to industry-leading open marketplaces for cross-device audience data, premium inventory, and objective measurement solutions, they’re helping define programmatic buying. 

Their self-serve, transparent software helps advertisers use the best available data to reach audiences on the open internet at every stage of the funnel—from awareness to engagement to conversion.  With a total addressable market set to reach $1 trillion and a workforce spanning four continents, the company is set to change advertising for good, reaching users where they spend the majority of their time online.

They leveraged Roku’s ad inventory, but the streaming service lacked native support for authentication software development kits (SDK). This technical limitation not only created challenges for developers but also led to slower feature rollouts for a dominant North American player with a growing international presence. In addition, difficulties integrating with important platforms such as smart TVs and gaming consoles put the company’s financial health at risk.

In today's competitive streaming market, these obstacles can significantly impact subscriber retention and make the service less attractive to third-party developers, ultimately affecting both operational efficiency and market position. Development teams must spend more time and resources building custom authentication systems, which not only increases security risks but also creates friction in the user experience—particularly problematic when viewers expect seamless switching between devices.

This complex web of technical and business challenges prompted the company to seek experts in creating and managing DSP platforms and ensure their success.

We built a comprehensive solution that addresses the company's unique challenges while providing robust authentication capabilities:

The development of our custom authentication SDK for Roku represents a significant advancement in digital advertising management. It bridges a critical gap in the client's capabilities, enabling developers to create applications with robust authentication features. This expands the range of services that can be securely offered and allows content providers to reach their growing user base without compromising on security.

By modernizing authentication at the platform level, the company is better equipped to reach more devices, reduce developer friction, and unlock new revenue opportunities across a rapidly growing smart TV ecosystem.