With bigger brand marketers looking for more business “outcome” data, Roku, the streaming set-top device manufacturer and platform distributor, is adding new partners to help them measure and target data across streaming and linear TV.
Six new partners — Adjust, Affinity Solutions, Branch, IRI, Kochava and Veeva Crossix — have joined the Roku Measurement Partner Program. There are now more than 20 partners.
Roku executives say the push is to big brand marketers that buy linear TV and increasing premium streaming platforms and are now looking for more granular data.
“The biggest screen in the home is no longer just for upper-funnel brand advertising,” stated Gaurav Shirole, director of ad measurement for Roku.
Roku says new partners will not only measure overall brand awareness, but help increase “performance outcomes,” including mobile app downloads, store visits and product sales for direct-response campaigns and purchase behavior for retail, pharmaceutical, CPG, and automotive advertisers.
Previously, Nielsen was signed on as a Roku measurement partner, part of a major deal with Roku acquiring Nielsen addressable advertising business and Nielsen getting data from Roku’s 51 million monthly active user base.