Roku has locked down 11 partners for its newly-launched Measurement Partner Program, which aims to help marketers better quantify OTT ad campaigns.
The partners include Nielsen, ComScore, IHS Markit, Acxiom, Experian, Factual, Nielsen Catalina Solutions, Oracle Data Cloud, Placed, and ResearchNow SSI. Each company brings a particular data component to the mix, including audience demographics, brand awareness, store visits, website visits, and sales increases. The data is included in the Roku Ad Framework, which is an open platform that uses Roku’s first party data.
“As OTT becomes a larger share of their annual ad spend, brands are actively seeking trusted third-party measurement,” says Dan Robbins, director of ad and programming research at Roku, in a statement. “Roku is committed to providing an open ad platform that ensures marketers have a wide variety of tools and standards to benchmark against.”
Roku pointed to work between Jack in the Box and Placed as an example of the partner program in action. Roku said that Jack in the Box, together with Placed, was able to determine its ad campaign on the Roku platform resulted in more than 164,000 store visits from December 2017 through February 2018, with 43 percent of the campaign reach coming from new customers.
The Measurement Partner Program is the latest addition to Roku’s measurement capabilities, which already integrate Nielsen Digital Ad Ratings and include Roku’s measurement suite Ad Insights.
In June, Roku introduced Audience Marketplace, an ad exchange where advertising buyers and sellers can target specific audiences watching on the Roku platform in the U.S.