Roku will work with Best Buy to “pair” the retailer's first-party data with its streaming app-distributor platform data.

This comes as retail media networks continue to see rapid growth.

eMarketer estimates that U.S. digital retail ad-spending platforms will grow 18% this year to $51.36 billion, and another 19% to $61.15 billion in 2024.

This comes as the first-ever TVs to be made by Roku -- eleven models in all -- will be now available in the U.S. exclusively at Best Buy stores and BestBuy.com.

For a number of years, Roku has made deals with TV set manufacturers where the Roku operating system has incorporated into those devices, and then affixed with a Roku-brand tag.

Those TV sets manufactured include Sharp, TCL, Hisense, RCA, Philips, JVC and other TV builders.

Google TV and Amazon have also been involved in branding their names onto the TV set original equipment manufacturers' (OEMs) product.