Roku is expanding its measurement program, leaning into advanced advertising metrics as the streaming giant gears up for upfront season.
Advertisers see streaming, especially on connected TV, as a cross between the best of traditional linear TV and digital. CTV lets advertisers run linear-like brand awareness campaigns, and it ideally allows advertisers to target specific households and track campaign performance across other devices in that home.
Roku, whose platform has over 51.2 million active accounts, is adding six new firms to its Measurement Partner Program that will help advertisers track campaigns across platforms and outcomes like app downloads or store visits.
The new partners are mobile measurement companies Adjust, Kochava and Branch; retail data companies Affinity Solutions and IRI; and health-care data company Veeva Crossix.