Home Digital TV and Video Roku Launches Measurement Platform Powered By Its First-Party TV Data

Roku Launches Measurement Platform Powered By Its First-Party TV Data


Advertisers for the first time can tap Roku’s first-party data via a managed service measurement system called Ad Insights, released on Wednesday.

The Ad Insights platform builds on Roku’s support of third-party measurement partners like existing partner Nielsen, Kantar Millward Brown, Oracle, Placed and Experian.

“This launch was really the result of us stepping back and taking stock of all the unique assets we have as Roku to help do measurement better,” said Scott Rosenberg, SVP and GM of Roku’s Platform business.

Ad Insights lets clients measure the impact of their campaigns across Roku media and the app publishers in Roku’s network.

Roku’s measurement capabilities come from its first-party registration data, representing millions of active viewer households, as well as data on streaming behavior Roku collects using either pixels or automatic content recognition.

“We do a lot of business with content owners, whether it’s TV networks or OTT providers who want to promote their programming,” said Dan Robbins, head of ad research and insights at Roku. “With automatic content recognition technology, we can directly measure whether a tune-in led to an increase in linear viewership, which is something we’ve tested with a bunch of clients.”

Roku’s Ad Insights also aims to address lower-funnel demands for performance marketers.

Using the measurement suite, advertisers can determine if, for instance, a campaign targeting cord cutters drove sales. Or, a telco advertiser who wants to upsell a broadband service to existing pay-TV customers could tap into that subscriber information.

Most of Roku’s ad revenue comes from brand advertisers, Rosenberg said.

“But because we serve every ad on a one-to-one basis, have that first-party registration data and partner with folks like Datalogix [Oracle] and Placed, we’re well positioned to tie out that exposure to actual sales impact, purchase intent or brand perception,” he said.

Finally, Ad Insights includes a survey tool that collects real-time feedback and demographic data from opted-in consumers via email and new survey units served to Roku device screens.

“This takes advantage of the fact that we have a relationship with our customers, so we can very quickly stand up surveys to get real-time feedback about a campaign,” Robbins said.”

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.