To ensure stability and fair usage, the Roku Ads API enforces rate limits on requests. These limits define the maximum number of calls that can be made within a given timeframe. If you exceed these limits, Ads API returns an error code of 429.

Rate limit granularity

Rate limits are tracked independently per developer app, organization, endpoint, and request type (read vs. write). A developer with access to multiple organizations gets a separate counter for each organization, so usage in one doesn't eat into another's limit.

Enforcement windows

Each limit is enforced across two sliding windows simultaneously: a burst window (60 seconds) to prevent short spikes, and a sustained window (60 minutes) to prevent prolonged high usage. A request is blocked if either window is exceeded.

Read vs write limits

GET and HEAD requests count as reads; POST, PUT, PATCH, and DELETE count as writes. These are tracked and limited independently.

Endpoint groups

Limits apply per endpoint group, which is derived from the first path segment after /v1/developer/. For example, all /v1/developer/campaigns/... calls count toward the campaigns group.

429 response

If you exceed the rate limits, you receive a 429 Rate limit exceeded. Retry after [number] seconds. response that includes:

X-RateLimit-Limit - max requests allowed
X-RateLimit-Remaining - value is always 0 when blocked
X-RateLimit-Reset - Unix timestamp when the rate limit window resets
Retry-After - seconds until retry is allowed

The response body appears as follows:

{
    "error": {
      "code": "RATE_LIMIT_EXCEEDED",
      "message": "Rate limit exceeded. Retry after 42 seconds."
    }
  }