Roku is developing ad measurement tools that will soon run across all of OTT

Roku bolsters ad measurement offering

Roku and Innovid are pooling their datasets together to provide advertisers with a single campaign report across and over-the-top (OTT) and traditional TV.

Roku will match its automatic content recognition (ACR) data, which captures what a user is watching, with Innovid’s connected TV (CTV) data to measure daily reach, frequency and demographics.

Verizon is one of the select few of Roku and Innovid clients testing the product, though Roku says the product will “soon expand” beyond its platform to include all of OTT.

The video streaming company wouldn’t share specifics on its expansion plans at this time, but Alison Levin, vice-president of ad sales and strategy, said this integration should help advertisers understand audience overlap in the fragmented TV space.

“We’re excited to partner with Innovid,” said Levin, “as this is the first time buyers and Innovid clients will get a fully transparent view across all devices in the living room, into the reach and frequency across media buys directly from Roku and buys through publishers that run on Roku.”

Roku recently partnered with Adobe to address the challenge of frequency capping across OTT. It also now offers Activation Insights, a media planning tool that helps advertisers understand users’ TV consumption habits.

Roku’s latest attempt at helping advertisers optimize their media spend comes as competition heats up. Apple and Disney will introduce their subscription streaming services in November, and NBC Universal announced a launch date and content slate for its newly named OTT product, Peacock.

Roku is still a market-leader, with one report finding that it’s Amazon, Google and Apple as the largest single US streaming provider. Still, CNBC reported that Roku’s stock is falling given the increased competition – both from streaming services and device makers.

The company is looking to international markets as a potential growth vehicle. Earlier this month Roku announced plans to license its service through TV maker Hisense to expand its European presence.

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