Roku TVs will now display interactive pop-ups for commercials. However, the interactive pop-ups will only be displayed for companies that have partnered with Roku to add the feature. The ads are created using the Roku Automatic Content Recognition, or ACR, technology. Roku first started to use ACR technology in 2017, in order to create its "More Ways to Watch" feature. Users are able to turn off the interactive ads feature, however that will also disable the "More Ways to Watch" feature.
The use of interactive ads could be preferable to Roku users when compared to conventional ads. Often times, ads can be cumbersome to the viewing experience, however, if they are made to be interactive and engaging, then Roku users may prefer that.