Roku, the David to the connected-TV-device Goliaths (Apple, Amazon and Google), is differentiating itself by expanding its advertising business.

Ad tech vendors and digitally savvy publishers would like to cash in on the digitization of TV advertising. But that may take a while.

Video monetization is strong across advertising and consumer-supported platforms, signaling overall health in the market. As new digital platforms emerge and existing ones solidify their positions, viewing continues to veer away from linear TV and toward digitally connected screens of all sizes and types.

Asia-Pacific is home to some of the fastest-growing markets in the world for subscription OTT video users. Viewership is forecast to increase 35.2% to 331.5 million in 2018.

Adoption of subscription OTT video services is taking off across the EU-5. Between 2018 and 2022, the number of subscription OTT video users will increase from 72.6 million to 93.4 million, or more than 28% of the population.

Scott Rosenberg, Roku’s senior vice president and general manager of platform, spoke about how the digital video company approaches programmatic ad selling.