Roku wants to give advertisers new ways of determining whether their commercials are really helping to spur purchases and other kinds of valuable customer behavior.
The company, which helps consumers stream many of their favorite programs, on Monday unveiled Roku Curate, a new offering that gives advertisers new access to various kinds of first-party data that can help track so-called “outcomes,” or specific actions taken by consumers after exposure to a commercials.
“This is a way for agencies and brands to get the value of quality inventory, count it towards their upfront, and know what they’re buying in a clearly transparent way,” said said Miles Fisher, senior director of strategic advertising partnerships at Roku, during a recent interview.
Roku Curate offers an infrastructure of premium data, including purchase and browsing data of electronics shoppers from Best Buy Ads; measurement tied to ticket purchases and discovery of entertainment content from Fandango; shopping and browsing data from Criteo; retail purchase data from Fetch; purchase information from Kroger Precision Marketing; and consumer-shopping data from Instacart.
“Instacart sees what consumers buy at the moment decisions are made, giving brands a uniquely powerful signal for driving measurable outcomes on CTV,” says Tim Castelli, vice president of global advertising sales at Instacart, in a prepared statement. “By combining Roku’s scale with Best Buy’s first-party data and holistic measurement capabilities, we’re driving awareness and consideration with clear visibility into downstream impact,” says Lisa Valentino, president of Best Buy Ads, in a statement.
Roku believes the new offer will drive more direct relationships with advertisers at a time when more marketers and agencies are able to gain access to so-called “programmatic advertising,” or video inventory sold via conditions delineated by algorithms
“What we’ve been hearing from customers and advertisers is they want to work directly with media companies who have quality inventory,” says Fisher. “They also want to work with quality data assets.”
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