# Roku OneView (formerly Dataxu) vs The Trade Desk Comparison
---
## AI Generated Summary
- **G2 reviewers report** that The Trade Desk excels in user experience, with many users praising its **intuitive interface** that simplifies programmatic advertising. In contrast, some users of Roku OneView (formerly Dataxu) mention that while it is straightforward, it can sometimes feel less user-friendly compared to its competitor.
- **Users say** The Trade Desk offers superior audience targeting capabilities, allowing agencies to run campaigns across various channels like display and CTV. This flexibility is highlighted by users who appreciate access to unique data segments that enhance their targeting strategies, whereas Roku OneView is noted for its strong performance in OTT campaigns but lacks the same breadth in audience segmentation.
- **Reviewers mention** that The Trade Desk's integration with numerous data providers is seamless, making it easier to layer data for optimized campaigns. On the other hand, while Roku OneView is recognized for its comprehensive advertising solutions, some users feel it could improve in terms of integration capabilities with external data sources.
- **According to verified reviews** , The Trade Desk shines in its **machine learning optimization** , which helps automate and enhance campaign performance over time. Users appreciate how the platform learns and adapts, reducing manual workload. In contrast, Roku OneView's optimization features are seen as effective but not as advanced, with users noting a need for more automation.
- **G2 reviewers highlight** that The Trade Desk provides excellent support, with many users commending the responsiveness and helpfulness of their customer service team. Conversely, while Roku OneView's support is rated positively, some users feel it could be more proactive in addressing issues.
- **Users report** that The Trade Desk's campaign optimization tools are robust, allowing for effective budget pacing and creative adjustments. This is a significant advantage for users managing multiple campaigns. In comparison, Roku OneView is appreciated for its straightforward campaign management but is seen as less flexible in terms of real-time adjustments and optimizations.



| | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Star Rating** | 3.8 out of 5 | 4.4 out of 5 | 
| **Total Reviews** | 86 | 190 | 
| **Largest Market Segment** | Mid-Market (40.5% of reviews) | Mid-Market (43.3% of reviews) | 
| **Entry Level Price** | No pricing available | Contact Us | 

---
## Top Pros & Cons

### Roku OneView (formerly Dataxu)

**Not enough data**

### The Trade Desk

Pros:
- Features (35 reviews)
- Ease of Use (30 reviews)

Cons:
- Learning Curve (21 reviews)
- Expensive (15 reviews)

---
## Ratings Comparison
| Rating | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
  | **Meets Requirements** | 7.6 (79 reviews) | 8.7 (160 reviews) | 
  | **Ease of Use** | 7.1 (77 reviews) | 8.2 (158 reviews) | 
  | **Ease of Setup** | 7.0 (46 reviews) | 8.3 (124 reviews) | 
  | **Ease of Admin** | 7.3 (45 reviews) | 8.3 (72 reviews) | 
  | **Quality of Support** | 8.3 (77 reviews) | 8.8 (159 reviews) | 
  | **Has the product been a good partner in doing business?** | 8.1 (50 reviews) | 8.8 (76 reviews) | 
  | **Product Direction (% positive)** | 7.4 (80 reviews) | 8.8 (153 reviews) | 

---
## Pricing

### Roku OneView (formerly Dataxu)

#### Entry-Level Pricing

No pricing available

#### Free Trial

No information available

### The Trade Desk

#### Entry-Level Pricing

Plan: The Trade Desk Pricing Overview

Price: Contact Us

Key Features:
- Ad Serving
- Audience Building
- Forecasting

[Learn more about The Trade Desk](https://www.g2.com/products/the-trade-desk/reviews)

#### Free Trial

No

---
## Features Comparison By Category

### Display Advertising

| Product | Score | Reviews |
|---|---|---|
| **Roku OneView (formerly Dataxu)** | 7.5/10 | 74 |
| **The Trade Desk** | 8.5/10 | 136 |

#### Channel Functionality

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Display Functionality** | 8.0 (67 reviews) | 8.8 (85 reviews) | 

#### Platform Interoperability

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Close Ecosystem API** | Not enough data | 8.1 (48 reviews) | 

#### Agentic AI - Display Advertising

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 8.6 (12 reviews) | 
| **Multi-step Planning** | Not enough data | 8.9 (11 reviews) | 
| **Cross-system Integration** | Not enough data | 8.5 (11 reviews) | 
| **Adaptive Learning** | Not enough data | 8.5 (12 reviews) | 
| **Proactive Assistance** | Not enough data | 8.5 (13 reviews) | 
| **Decision Making** | Not enough data | 8.2 (12 reviews) | 

#### Campaign Management

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Campaign Dashboard** | 7.1 (64 reviews) ✓ Verified | 8.0 (111 reviews) ✓ Verified | 
| **Campaign Optimization** | 7.4 (69 reviews) ✓ Verified | 8.4 (107 reviews) ✓ Verified | 
| **Reach** | 8.5 (49 reviews) ✓ Verified | 8.6 (106 reviews) ✓ Verified | 
| **Bulk Editing** | 6.4 (58 reviews) ✓ Verified | 7.7 (101 reviews) ✓ Verified | 
| **Batch Uploading** | 6.8 (56 reviews) ✓ Verified | 7.9 (101 reviews) ✓ Verified | 
| **Brand Safety** | 7.8 (65 reviews) ✓ Verified | 8.5 (86 reviews) ✓ Verified | 
| **Fraud Protection** | 7.7 (62 reviews) ✓ Verified | 8.6 (87 reviews) ✓ Verified | 
| **Frequency Capping** | 8.5 (68 reviews) ✓ Verified | 8.6 (89 reviews) ✓ Verified | 
| **Budget Pacing** | 8.0 (71 reviews) ✓ Verified | 8.3 (103 reviews) ✓ Verified | 
| **Creative Optimization** | 7.3 (60 reviews) ✓ Verified | 7.9 (83 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 7.7 (49 reviews) ✓ Verified | 8.0 (87 reviews) ✓ Verified | 
| **In-App Ads** | 7.0 (38 reviews) ✓ Verified | 8.1 (87 reviews) ✓ Verified | 
| **Mobile Rich Media Capabilities** | 7.5 (30 reviews) ✓ Verified | 7.9 (88 reviews) ✓ Verified | 

#### Targeting

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Targeting** | 8.0 (73 reviews) ✓ Verified | 8.8 (103 reviews) ✓ Verified | 
| **Retargeting** | 8.5 (71 reviews) ✓ Verified | 8.7 (97 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.0 (68 reviews) ✓ Verified | 8.8 (97 reviews) ✓ Verified | 
| **Contextual Targeting** | 7.6 (60 reviews) ✓ Verified | 8.6 (83 reviews) ✓ Verified | 

#### Platform

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **API / Integrations** | 7.1 (37 reviews) ✓ Verified | 8.1 (80 reviews) ✓ Verified | 
| **Custom Reports** | 7.3 (61 reviews) ✓ Verified | 7.5 (97 reviews) ✓ Verified | 
| **User, Role, and Access Management** | Feature Not Available | 8.5 (92 reviews) | 
| **Performance and Reliability** | 8.0 (69 reviews) ✓ Verified | 8.4 (96 reviews) ✓ Verified | 
| **Enterprise Scalability** | 7.8 (54 reviews) ✓ Verified | 8.4 (88 reviews) ✓ Verified | 
| **Customization** | 6.9 (55 reviews) ✓ Verified | 8.0 (88 reviews) ✓ Verified | 
| **Workflow Capability** | 7.1 (53 reviews) ✓ Verified | 8.0 (80 reviews) ✓ Verified | 
| **Internationalization** | 7.6 (35 reviews) ✓ Verified | 8.0 (81 reviews) ✓ Verified | 
| **Notifications** | 6.6 (45 reviews) ✓ Verified | 8.0 (86 reviews) ✓ Verified | 

### Data Management Platform (DMP)

| Product | Score | Reviews |
|---|---|---|
| **Roku OneView (formerly Dataxu)** | 8.3/10 | 10 |
| **The Trade Desk** | N/A | N/A |

#### Data Integration

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **1st-Party Data Integration** | 8.8 (8 reviews) | Not enough data | 
| **2nd-Party Data Integration** | 9.0 (5 reviews) | Not enough data | 
| **3rd-Party Data Integration** | 7.4 (7 reviews) | Not enough data | 
| **Offline Data Integration** | Not enough data | Not enough data | 
| **Mobile Data Integration** | 9.3 (5 reviews) | Not enough data | 
| **Data Export Tools** | 9.4 (6 reviews) | Not enough data | 

#### Agentic AI - Data Management Platform (DMP)

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Multi-step Planning** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | 

#### Data Analysis & Optimization

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Audience Segmentation** | 7.2 (10 reviews) | Not enough data | 
| **Recommendations** | 7.7 (10 reviews) | Not enough data | 
| **Standard Dashboards** | 7.2 (10 reviews) | Not enough data | 
| **Custom Reports** | 9.0 (10 reviews) | Not enough data | 

#### Platform

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Data Permissions** | 8.1 (6 reviews) | Not enough data | 
| **User, Role, and Access Management** | 8.5 (10 reviews) | Not enough data | 
| **Performance and Reliability** | 8.5 (10 reviews) | Not enough data | 
| **Enterprise Scalability** | 7.9 (8 reviews) | Not enough data | 
| **Internationalization** | 7.9 (8 reviews) | Not enough data | 

### Mobile Advertising

| Product | Score | Reviews |
|---|---|---|
| **Roku OneView (formerly Dataxu)** | 7.6/10 | 74 |
| **The Trade Desk** | 8.8/10 | 134 |

#### Platform Interoperability

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Close Ecosystem API** | Not enough data | 8.2 (30 reviews) | 

#### Mobile Functionality

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Mobile Functionality** | 7.7 (52 reviews) | 9.0 (53 reviews) | 

#### Agentic AI - Mobile Advertising

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 8.7 (5 reviews) | 
| **Multi-step Planning** | Not enough data | 9.3 (5 reviews) | 
| **Cross-system Integration** | Not enough data | 9.0 (5 reviews) | 
| **Adaptive Learning** | Not enough data | 9.3 (5 reviews) | 
| **Proactive Assistance** | Not enough data | 9.3 (5 reviews) | 
| **Decision Making** | Not enough data | 9.4 (6 reviews) | 

#### Campaign Management

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Campaign Dashboard** | 7.1 (64 reviews) ✓ Verified | 8.0 (111 reviews) ✓ Verified | 
| **Campaign Optimization** | 7.4 (69 reviews) ✓ Verified | 8.4 (107 reviews) ✓ Verified | 
| **Reach** | 8.5 (49 reviews) ✓ Verified | 8.6 (106 reviews) ✓ Verified | 
| **Bulk Editing** | 6.4 (58 reviews) ✓ Verified | 7.7 (101 reviews) ✓ Verified | 
| **Batch Uploading** | 6.8 (56 reviews) ✓ Verified | 7.9 (101 reviews) ✓ Verified | 
| **Brand Safety** | 7.8 (65 reviews) ✓ Verified | 8.5 (86 reviews) ✓ Verified | 
| **Fraud Protection** | 7.7 (62 reviews) ✓ Verified | 8.6 (87 reviews) ✓ Verified | 
| **Frequency Capping** | 8.5 (68 reviews) ✓ Verified | 8.6 (89 reviews) ✓ Verified | 
| **Budget Pacing** | 8.0 (71 reviews) ✓ Verified | 8.3 (103 reviews) ✓ Verified | 
| **Creative Optimization** | 7.3 (60 reviews) ✓ Verified | 7.9 (83 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 7.7 (49 reviews) ✓ Verified | 8.0 (87 reviews) ✓ Verified | 
| **In-App Ads** | 7.0 (38 reviews) ✓ Verified | 8.1 (87 reviews) ✓ Verified | 
| **Mobile Rich Media Capabilities** | 7.5 (30 reviews) ✓ Verified | 7.9 (88 reviews) ✓ Verified | 

#### Targeting

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Targeting** | 8.0 (73 reviews) ✓ Verified | 8.8 (103 reviews) ✓ Verified | 
| **Retargeting** | 8.5 (71 reviews) ✓ Verified | 8.7 (97 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.0 (68 reviews) ✓ Verified | 8.8 (97 reviews) ✓ Verified | 
| **Contextual Targeting** | 7.6 (60 reviews) ✓ Verified | 8.6 (83 reviews) ✓ Verified | 

#### Mobile

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Mobile Tracking** | 7.1 (42 reviews) | 8.4 (48 reviews) | 
| **In-App Ads** | 7.0 (38 reviews) ✓ Verified | 8.1 (87 reviews) ✓ Verified | 
| **Mobile Rich Media Capabilities** | 7.5 (30 reviews) ✓ Verified | 7.9 (88 reviews) ✓ Verified | 

#### Platform

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **API / Integrations** | 7.1 (37 reviews) ✓ Verified | 8.1 (80 reviews) ✓ Verified | 
| **Custom Reports** | 7.3 (61 reviews) ✓ Verified | 7.5 (97 reviews) ✓ Verified | 
| **User, Role, and Access Management** | Feature Not Available | 8.5 (92 reviews) | 
| **Performance and Reliability** | 8.0 (69 reviews) ✓ Verified | 8.4 (96 reviews) ✓ Verified | 
| **Enterprise Scalability** | 7.8 (54 reviews) ✓ Verified | 8.4 (88 reviews) ✓ Verified | 
| **Customization** | 6.9 (55 reviews) ✓ Verified | 8.0 (88 reviews) ✓ Verified | 
| **Workflow Capability** | 7.1 (53 reviews) ✓ Verified | 8.0 (80 reviews) ✓ Verified | 
| **Internationalization** | 7.6 (35 reviews) ✓ Verified | 8.0 (81 reviews) ✓ Verified | 
| **Notifications** | 6.6 (45 reviews) ✓ Verified | 8.0 (86 reviews) ✓ Verified | 

### Video Advertising

| Product | Score | Reviews |
|---|---|---|
| **Roku OneView (formerly Dataxu)** | 7.7/10 | 74 |
| **The Trade Desk** | 8.3/10 | 132 |

#### Platform Interoperability

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Close Ecosystem API** | Not enough data | 8.0 (42 reviews) | 

#### Video Functionality

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Video Functionality** | 8.0 (47 reviews) | 8.6 (64 reviews) | 

#### Agentic AI - Video Advertising

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 7.8 (12 reviews) | 
| **Multi-step Planning** | Not enough data | 8.1 (14 reviews) | 
| **Cross-system Integration** | Not enough data | 8.2 (13 reviews) | 
| **Adaptive Learning** | Not enough data | 8.1 (12 reviews) | 
| **Proactive Assistance** | Not enough data | 8.1 (12 reviews) | 
| **Decision Making** | Not enough data | 8.2 (14 reviews) | 

#### Campaign Management

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Campaign Dashboard** | 7.1 (64 reviews) ✓ Verified | 8.0 (111 reviews) ✓ Verified | 
| **Campaign Optimization** | 7.4 (69 reviews) ✓ Verified | 8.4 (107 reviews) ✓ Verified | 
| **Reach** | 8.5 (49 reviews) ✓ Verified | 8.6 (106 reviews) ✓ Verified | 
| **Bulk Editing** | 6.4 (58 reviews) ✓ Verified | 7.7 (101 reviews) ✓ Verified | 
| **Batch Uploading** | 6.8 (56 reviews) ✓ Verified | 7.9 (101 reviews) ✓ Verified | 
| **Brand Safety** | 7.8 (65 reviews) ✓ Verified | 8.5 (86 reviews) ✓ Verified | 
| **Fraud Protection** | 7.7 (62 reviews) ✓ Verified | 8.6 (87 reviews) ✓ Verified | 
| **Frequency Capping** | 8.5 (68 reviews) ✓ Verified | 8.6 (89 reviews) ✓ Verified | 
| **Budget Pacing** | 8.0 (71 reviews) ✓ Verified | 8.3 (103 reviews) ✓ Verified | 
| **Creative Optimization** | 7.3 (60 reviews) ✓ Verified | 7.9 (83 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 7.7 (49 reviews) ✓ Verified | 8.0 (87 reviews) ✓ Verified | 
| **In-App Ads** | 7.0 (38 reviews) ✓ Verified | 8.1 (87 reviews) ✓ Verified | 
| **Mobile Rich Media Capabilities** | 7.5 (30 reviews) ✓ Verified | 7.9 (88 reviews) ✓ Verified | 

#### Targeting

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Targeting** | 8.0 (73 reviews) ✓ Verified | 8.8 (103 reviews) ✓ Verified | 
| **Retargeting** | 8.5 (71 reviews) ✓ Verified | 8.7 (97 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.0 (68 reviews) ✓ Verified | 8.8 (97 reviews) ✓ Verified | 
| **Contextual Targeting** | 7.6 (60 reviews) ✓ Verified | 8.6 (83 reviews) ✓ Verified | 

#### Platform

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **API / Integrations** | 7.1 (37 reviews) ✓ Verified | 8.1 (80 reviews) ✓ Verified | 
| **Custom Reports** | 7.3 (61 reviews) ✓ Verified | 7.5 (97 reviews) ✓ Verified | 
| **User, Role, and Access Management** | Feature Not Available | 8.5 (92 reviews) | 
| **Performance and Reliability** | 8.0 (69 reviews) ✓ Verified | 8.4 (96 reviews) ✓ Verified | 
| **Enterprise Scalability** | 7.8 (54 reviews) ✓ Verified | 8.4 (88 reviews) ✓ Verified | 
| **Customization** | 6.9 (55 reviews) ✓ Verified | 8.0 (88 reviews) ✓ Verified | 
| **Workflow Capability** | 7.1 (53 reviews) ✓ Verified | 8.0 (80 reviews) ✓ Verified | 
| **Internationalization** | 7.6 (35 reviews) ✓ Verified | 8.0 (81 reviews) ✓ Verified | 
| **Notifications** | 6.6 (45 reviews) ✓ Verified | 8.0 (86 reviews) ✓ Verified | 

### Digital Audio Advertising

| Product | Score | Reviews |
|---|---|---|
| **Roku OneView (formerly Dataxu)** | N/A | N/A |
| **The Trade Desk** | 8.5/10 | 22 |

#### Platform Basics

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Cross-Device Advertising** | Not enough data | 9.0 (15 reviews) | 
| **Audio Ad Formats** | Not enough data | 8.7 (15 reviews) | 
| **Programmatic Audio** | Not enough data | 8.6 (13 reviews) | 
| **Audience Targeting** | Not enough data | 8.8 (13 reviews) | 

#### Platform Reporting

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Performance Monitoring** | Not enough data | 8.8 (13 reviews) | 
| **Reporting Dashboards** | Not enough data | 8.2 (13 reviews) | 
| **Dashboard Exports** | Not enough data | 8.7 (13 reviews) | 
| **Music Genre Reporting** | Not enough data | Feature Not Available | 

#### Agentic AI - Digital Audio Advertising

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 8.3 (8 reviews) | 
| **Multi-step Planning** | Not enough data | 8.6 (7 reviews) | 
| **Cross-system Integration** | Not enough data | 8.3 (8 reviews) | 
| **Adaptive Learning** | Not enough data | 8.1 (7 reviews) | 
| **Proactive Assistance** | Not enough data | 8.3 (9 reviews) | 
| **Decision Making** | Not enough data | 8.5 (8 reviews) | 

### Retail Media Advertising Platforms

| Product | Score | Reviews |
|---|---|---|
| **Roku OneView (formerly Dataxu)** | N/A | N/A |
| **The Trade Desk** | 8.1/10 | 7 |

#### Platform Basics

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Ad Serving Rules** | Not enough data | 8.1 (6 reviews) | 
| **Sponsored Product Listing Ads** | Not enough data | 6.7 (6 reviews) | 
| **Banner Ads** | Not enough data | 8.3 (6 reviews) | 
| **Display Ads** | Not enough data | 8.9 (6 reviews) | 

#### Platform Data

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Reporting Performance Metrics** | Not enough data | 8.3 (6 reviews) | 
| **Data Filtering** | Not enough data | 8.3 (6 reviews) | 
| **Reporting Dashboards** | Not enough data | 8.6 (6 reviews) | 

#### Platform Additional Functionality

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Offline Ads** | Not enough data | 6.4 (6 reviews) | 
| **Video Ads** | Not enough data | 8.3 (6 reviews) | 
| **Team Collaboration** | Not enough data | 8.6 (6 reviews) | 
| **Integrations** | Not enough data | 8.6 (6 reviews) | 

#### Agentic AI - Retail Media Advertising Platforms

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Multi-step Planning** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | 

### Demand Side Platform (DSP)

| Product | Score | Reviews |
|---|---|---|
| **Roku OneView (formerly Dataxu)** | 7.6/10 | 74 |
| **The Trade Desk** | 8.4/10 | 136 |

#### Demand Side Platforms

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Cross Channel Capabilities ** | Not enough data | 8.6 (66 reviews) | 

#### Agentic AI - Demand Side Platform (DSP)

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 8.4 (16 reviews) | 
| **Multi-step Planning** | Not enough data | 8.3 (14 reviews) | 
| **Cross-system Integration** | Not enough data | 8.3 (15 reviews) | 
| **Adaptive Learning** | Not enough data | 8.2 (14 reviews) | 
| **Proactive Assistance** | Not enough data | 8.7 (15 reviews) | 
| **Decision Making** | Not enough data | 8.6 (15 reviews) | 

#### Campaign Management

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Campaign Dashboard** | 7.1 (64 reviews) ✓ Verified | 8.0 (111 reviews) ✓ Verified | 
| **Campaign Optimization** | 7.4 (69 reviews) ✓ Verified | 8.4 (107 reviews) ✓ Verified | 
| **Reach** | 8.5 (49 reviews) ✓ Verified | 8.6 (106 reviews) ✓ Verified | 
| **Bulk Editing** | 6.4 (58 reviews) ✓ Verified | 7.7 (101 reviews) ✓ Verified | 
| **Batch Uploading** | 6.8 (56 reviews) ✓ Verified | 7.9 (101 reviews) ✓ Verified | 
| **Brand Safety** | 7.8 (65 reviews) ✓ Verified | 8.5 (86 reviews) ✓ Verified | 
| **Fraud Protection** | 7.7 (62 reviews) ✓ Verified | 8.6 (87 reviews) ✓ Verified | 
| **Frequency Capping** | 8.5 (68 reviews) ✓ Verified | 8.6 (89 reviews) ✓ Verified | 
| **Budget Pacing** | 8.0 (71 reviews) ✓ Verified | 8.3 (103 reviews) ✓ Verified | 
| **Creative Optimization** | 7.3 (60 reviews) ✓ Verified | 7.9 (83 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 7.7 (49 reviews) ✓ Verified | 8.0 (87 reviews) ✓ Verified | 
| **In-App Ads** | 7.0 (38 reviews) ✓ Verified | 8.1 (87 reviews) ✓ Verified | 
| **Mobile Rich Media Capabilities** | 7.5 (30 reviews) ✓ Verified | 7.9 (88 reviews) ✓ Verified | 

#### Targeting

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Targeting** | 8.0 (73 reviews) ✓ Verified | 8.8 (103 reviews) ✓ Verified | 
| **Retargeting** | 8.5 (71 reviews) ✓ Verified | 8.7 (97 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.0 (68 reviews) ✓ Verified | 8.8 (97 reviews) ✓ Verified | 
| **Contextual Targeting** | 7.6 (60 reviews) ✓ Verified | 8.6 (83 reviews) ✓ Verified | 

#### Demand Side Platforms

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Machine Learning Optimization** | 7.9 (39 reviews) ✓ Verified | 8.5 (85 reviews) ✓ Verified | 
| **Estimate and Projections** | 6.8 (39 reviews) ✓ Verified | 7.9 (81 reviews) ✓ Verified | 
| **Cross-Device Capabilities** | 8.0 (34 reviews) ✓ Verified | 8.6 (80 reviews) ✓ Verified | 

#### Platform

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **API / Integrations** | 7.1 (37 reviews) ✓ Verified | 8.1 (80 reviews) ✓ Verified | 
| **Custom Reports** | 7.3 (61 reviews) ✓ Verified | 7.5 (97 reviews) ✓ Verified | 
| **User, Role, and Access Management** | Feature Not Available | 8.5 (92 reviews) | 
| **Performance and Reliability** | 8.0 (69 reviews) ✓ Verified | 8.4 (96 reviews) ✓ Verified | 
| **Enterprise Scalability** | 7.8 (54 reviews) ✓ Verified | 8.4 (88 reviews) ✓ Verified | 
| **Customization** | 6.9 (55 reviews) ✓ Verified | 8.0 (88 reviews) ✓ Verified | 
| **Workflow Capability** | 7.1 (53 reviews) ✓ Verified | 8.0 (80 reviews) ✓ Verified | 
| **Internationalization** | 7.6 (35 reviews) ✓ Verified | 8.0 (81 reviews) ✓ Verified | 
| **Notifications** | 6.6 (45 reviews) ✓ Verified | 8.0 (86 reviews) ✓ Verified | 

### Connected TV (CTV) Advertising Platforms

| Product | Score | Reviews |
|---|---|---|
| **Roku OneView (formerly Dataxu)** | N/A | N/A |
| **The Trade Desk** | 8.2/10 | 26 |

#### Platform  - Connected TV (CTV) Advertising Platforms

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Personalized Segmentation** | Not enough data | 8.5 (17 reviews) | 
| **Ad Serving ** | Not enough data | 8.1 (17 reviews) | 
| **Streaming Capabilites** | Not enough data | 8.2 (17 reviews) | 
| **Performance Analytics** | Not enough data | 8.0 (15 reviews) | 

#### Campaign Management - Connected TV (CTV) Advertising Platforms

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Creative Assets** | Not enough data | 8.6 (15 reviews) | 
| **Campaign Dashboard** | Not enough data | 8.4 (15 reviews) | 

#### Agentic AI - Connected TV (CTV) Advertising Platforms

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 8.1 (9 reviews) | 
| **Multi-step Planning** | Not enough data | 7.8 (9 reviews) | 
| **Cross-system Integration** | Not enough data | 8.0 (9 reviews) | 
| **Adaptive Learning** | Not enough data | 8.2 (10 reviews) | 
| **Proactive Assistance** | Not enough data | 8.0 (9 reviews) | 
| **Decision Making** | Not enough data | 8.3 (10 reviews) | 

### Cross-Channel Advertising

| Product | Score | Reviews |
|---|---|---|
| **Roku OneView (formerly Dataxu)** | N/A | N/A |
| **The Trade Desk** | N/A | N/A |

#### Agentic AI - Cross-Channel Advertising

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Multi-step Planning** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | 

### Native Advertising

| Product | Score | Reviews |
|---|---|---|
| **Roku OneView (formerly Dataxu)** | N/A | N/A |
| **The Trade Desk** | 8.3/10 | 13 |

#### Agentic AI - Native Advertising

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 8.3 (10 reviews) | 
| **Multi-step Planning** | Not enough data | 8.5 (10 reviews) | 
| **Cross-system Integration** | Not enough data | 8.0 (9 reviews) | 
| **Adaptive Learning** | Not enough data | 8.3 (10 reviews) | 
| **Proactive Assistance** | Not enough data | 8.3 (10 reviews) | 
| **Decision Making** | Not enough data | 8.5 (11 reviews) | 

### Mobile Marketing

| Product | Score | Reviews |
|---|---|---|
| **Roku OneView (formerly Dataxu)** | N/A | N/A |
| **The Trade Desk** | 8.9/10 | 44 |

#### Analysis

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Application Attribution** | Not enough data | 9.3 (12 reviews) | 
| **Campaign Analysis** | Not enough data | 9.1 (19 reviews) | 
| **Uninstall Tracking** | Not enough data | 8.9 (11 reviews) | 
| **Custom Dashboards** | Not enough data | 7.8 (17 reviews) | 

#### Campaigns

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Proximity Marketing** | Not enough data | 8.5 (12 reviews) | 
| **Push Notifications** | Not enough data | Feature Not Available | 
| **Bulk SMS** | Not enough data | Feature Not Available | 
| **Two-Way Text Messaging** | Not enough data | Feature Not Available | 
| **Email Campaigns** | Not enough data | 8.5 (12 reviews) | 
| **Audience Segmentation** | Not enough data | 9.2 (22 reviews) | 

#### Engagement

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Coupons and Promotions** | Not enough data | 8.9 (12 reviews) | 

#### Platform

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Optimization** | Not enough data | 9.1 (25 reviews) | 
| **Integrations - Mobile Marketing** | Not enough data | 9.4 (28 reviews) | 
| **Internationalization** | Not enough data | 8.7 (13 reviews) | 

#### Agentic AI - Mobile Marketing

| Feature | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 9.0 (8 reviews) | 
| **Multi-step Planning** | Not enough data | 9.0 (7 reviews) | 
| **Cross-system Integration** | Not enough data | 9.4 (8 reviews) | 
| **Adaptive Learning** | Not enough data | 9.2 (8 reviews) | 
| **Proactive Assistance** | Not enough data | 8.7 (9 reviews) | 
| **Decision Making** | Not enough data | 9.3 (9 reviews) | 

---
## Categories
**Shared Categories (5):** [Cross-Channel Advertising Software](https://www.g2.com/categories/cross-channel-advertising), [Demand Side Platform (DSP)](https://www.g2.com/categories/demand-side-platform-dsp), [Video Advertising Software](https://www.g2.com/categories/video-advertising), [Mobile Advertising Software](https://www.g2.com/categories/mobile-advertising), [Display Advertising Software](https://www.g2.com/categories/display-advertising)

**Unique to Roku OneView (formerly Dataxu) (1):** [Data Management Platforms (DMP)](https://www.g2.com/categories/data-management-platform-dmp)

**Unique to The Trade Desk (5):** [Connected TV (CTV) Advertising Platforms](https://www.g2.com/categories/connected-tv-ctv-advertising-platforms), [Native Advertising Software](https://www.g2.com/categories/native-advertising), [Digital Audio Advertising Software](https://www.g2.com/categories/digital-audio-advertising), [Mobile Marketing Software](https://www.g2.com/categories/mobile-marketing), [Retail Media Advertising Platforms ](https://www.g2.com/categories/retail-media-advertising-platforms)


---
## Reviewer Demographics

### By Company Size

| Segment | Roku OneView (formerly Dataxu) | The Trade Desk | 
|---|---|---|
| **Small-Business** | 32.1% | 32.0% | 
| **Mid-Market** | 40.5% | 43.3% | 
| **Enterprise** | 27.4% | 24.7% | 

### By Industry

#### Roku OneView (formerly Dataxu)

- **Marketing and Advertising:** 63.1%
- **Hospital & Health Care:** 7.1%
- **Broadcast Media:** 6.0%
- **Automotive:** 2.4%
- **Computer Software:** 2.4%
- **Gambling & Casinos:** 2.4%
- **Information Technology and Services:** 2.4%
- **Sports:** 2.4%
- **Industrial Automation:** 1.2%
- **Higher Education:** 1.2%
- **Other:** 9.5%

#### The Trade Desk

- **Marketing and Advertising:** 61.0%
- **Computer Software:** 5.2%
- **Retail:** 3.5%
- **Internet:** 2.3%
- **Consumer Goods:** 1.7%
- **Information Technology and Services:** 1.7%
- **Leisure, Travel & Tourism:** 1.7%
- **Banking:** 1.7%
- **Automotive:** 1.7%
- **Manufacturing:** 1.7%
- **Other:** 17.4%

---
## Alternatives

### Alternatives to Roku OneView (formerly Dataxu)

- [Facebook for Business](https://www.g2.com/products/facebook-for-business/reviews) — 4.2/5 stars (1456 reviews)
- [AdRoll](https://www.g2.com/products/adroll/reviews) — 4.1/5 stars (776 reviews)
- [MediaMath by Infillion](https://www.g2.com/products/mediamath-by-infillion/reviews) — 3.9/5 stars (126 reviews)
- [Google Marketing Platform](https://www.g2.com/products/google-marketing-platform/reviews) — 4.1/5 stars (300 reviews)
- [Basis](https://www.g2.com/products/basis/reviews) — 4.5/5 stars (287 reviews)
- [StackAdapt](https://www.g2.com/products/stackadapt/reviews) — 4.7/5 stars (871 reviews)
- [Yahoo AdTech DSP](https://www.g2.com/products/yahoo-adtech-dsp/reviews) — 3.6/5 stars (181 reviews)
- [Skai](https://www.g2.com/products/skai/reviews) — 4.0/5 stars (297 reviews)
- [Adobe Advertising Cloud](https://www.g2.com/products/adobe-advertising-cloud/reviews) — 3.7/5 stars (97 reviews)
- [Criteo Commerce Growth](https://www.g2.com/products/criteo-commerce-growth/reviews) — 3.8/5 stars (242 reviews)

### Alternatives to The Trade Desk

- [StackAdapt](https://www.g2.com/products/stackadapt/reviews) — 4.7/5 stars (871 reviews)
- [AdRoll](https://www.g2.com/products/adroll/reviews) — 4.1/5 stars (776 reviews)
- [Viant Technology](https://www.g2.com/products/viant-technology-llc-viant-technology/reviews) — 4.2/5 stars (311 reviews)
- [Quantcast Platform](https://www.g2.com/products/quantcast-platform/reviews) — 4.2/5 stars (190 reviews)
- [Basis](https://www.g2.com/products/basis/reviews) — 4.5/5 stars (287 reviews)
- [Criteo Commerce Growth](https://www.g2.com/products/criteo-commerce-growth/reviews) — 3.8/5 stars (242 reviews)
- [Simpli.fi](https://www.g2.com/products/simpli-fi/reviews) — 4.5/5 stars (154 reviews)
- [Choozle](https://www.g2.com/products/choozle/reviews) — 4.2/5 stars (211 reviews)
- [Google Marketing Platform](https://www.g2.com/products/google-marketing-platform/reviews) — 4.1/5 stars (300 reviews)
- [Yahoo AdTech DSP](https://www.g2.com/products/yahoo-adtech-dsp/reviews) — 3.6/5 stars (181 reviews)

---
## Top Discussions

### Roku OneView (formerly Dataxu)

No discussions available for this product.

### The Trade Desk

No discussions available for this product.

---
**Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/roku-oneview-formerly-dataxu-vs-the-trade-desk)