Roku and iSpot sign ad-supported streaming audience measurement partnership

Eric Gruenwedel

Roku announced on April 30 that it is expanding its measurement partnership with, a cross-platform TV audience measurement company. The agreement will see each company share measurement data to help drive value for third-party advertisers within the broader streaming TV ecosystem.

As part of the partnership, iSpot will become Roku’s third-party measurement partner, providing advertisers with direct and programmatic metrics including reach, frequency, verified ad impressions, and performance for ads running on the Roku operating system. result. In addition, iSpot will integrate Roku’s ad watermarking software to verify the authenticity of video ad inventory sourced from the Roku platform.

iSpot will gain access to Roku’s audience data with the goal of enhancing its ability to connect with viewers through linear TV and Roku streaming.

According to the companies, Roku and iSpot are seeking to ensure that streaming TV advertising is measured fairly and accurately and improve performance and measurement for advertisers running on the Roku platform, while helping iSpot’s clients gain traction across the video market Make better buying decisions.

The partnership will also allow marketers to accurately measure Roku’s advanced ad formats beyond video, such as Roku City brand integration and Roku Marquee ads.

As of its most recent fiscal year, Roku had more than 81 million streaming households.

“We believe improving measurement across the entire ecosystem will help drive better results for advertisers and higher revenue for publishers,” Louqman Parampath, vice president of product management at Roku, said in a statement.

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As Roku’s audience eventually expands to all iSpot measurement products, the broader streaming TV market (including agencies, brands and media sellers) will look to benefit from streaming-centric measurement to capitalize on the connected TV space opportunities exist.

“As marketers shift their budgets from traditional TV to streaming, it’s critical to have reliable and actionable audience measurement data to base their decisions on,” iSpot founder and CEO Sean Muller said in a statement.

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