Roku, the streaming distributor of apps, is expanding its line of
measurement companies around media-mix modeling efforts.
New additions include Analytic Partners, Ipsos MMA, IRI, Mediahub and Nielsen as partners under Roku’s Measurement Partner
Program.
The focus of these new companies is for media-mix modeling which will make it easier for brands to measure outcomes. Roku says there is a “representation gap”
for TV streaming in older mix models.
New models can control for factors -- including weather, seasonality, and shelf organization, which can show credit of increased marketing
spend, as well as offering a bigger, more view of media investment tying ad exposure data to outcome data on a user or household level.
Nielsen has been an existing partner with
Roku for other services.
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A year ago, in April, Nielsen sold Roku its addressable advertising technology and Roku agreed to give more data to Nielsen.
In October
2021, Nielsen inked a deal for its digital content ratings service, allowing publishers to measure content on Roku service. At the end of the fourth quarter, Roku had 60.1 million monthly active
users.
A year ago, in April, Roku added other companies to its measurement partner program -- Adjust, Affinity Solutions, Branch, IRI, Kochava, and Veeva Crossix, bringing the total
number of participants to more than 20 at that time.