Roku Adds Measurement Partners For Media-Mix Modeling
- by Wayne Friedman , April 25, 2022
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.
advertisement
advertisement
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.
Let the game begins, there are a few more to add 605, Comscore, EDO, Samba TV, TVision, and VideoAmp as Nielsen alternatives.
https://adage.com/article/media/xandr-offers-six-nielsen-measurement-alternatives-tv-ad-deals/2412621
Benny, the likely outcome is that the New Nielsen service ---the 'big data" service-----will replace its current 42,000 home panel and become the audience "currency" for almost all national TV time sales and, I believe, for many CTV/AVOD sales as well. The so-called alternatives are going to be used---where appropriate---or where the sellers feel they can get an edge---primarily as add-on metrics which act as refinements---not instead of Nielsen.